Emma Beuckels

Biography

Emma defended her PhD on 'media multitasking and advertising effects' at the Ghent University in September 2020. Shortly after, she started working as a postdoctoral researcher at the department of Communication Sciences of Ghent University. Today, she further investigates how the media consumption of young parents affects their lives and the choices they make for their children. The post-partum period and the first years after receiving a child often evokes strong emotions among parents, who have yet to get used to their new role in life. Besides, the period after having a child is signified with insecurity and social isolation for many parents, whereby a large number of them turn to social media to find information, advice, support and release some of their stress. Advertisers have noticed this trend and specifically target parents by cooperating with social media influencers, who are seen as opinion leaders and exhibit a great influence on the attitudes and behavior of the large number of parents following them. Emma specifically investigates how these highly popular and commercialized profiles impact today’s parents and children.