To what extent can the rise of 'Kidfluencers' be seen as a reflection of changing family structures and parental aspirations in Indian society?

Changing family structure

1. Rise of "weekend family" → kids spending time on phone → influencing (e.g. Aayu and Pihu show (Youtube))

2. Screen replacing cuddling → higher consumption of Kidfluencer content (e.g. kids using phone while eating food).

3. Dual working family → No time for children among the parent

4. Broken family → Rise in divorce rates → More consumption of "kidinfluencer content"

Changing Parental Aspiration

1. Parents actively promoting their kids as influencer → Highlight new aspiration Eg: Abhinav Arora (spiritual kidinfluencer's) father

2. Focus on materialism and money making among parents Eg: Sending kids to "kidinfluencer academy"

3. Not sending kids to school → focus on short term aspiration among parents.

4. Rising value apathy and neutrality among parent for their child

However not all kids are becoming kidfluencer and not all parents have such short term aspiration as visible by (1) 100% GER among kids in primary education (2) Most parents strictly regulate kids activity on social media eg use of child lock. (3) Passive consumption rather than active creation by most kids

Way forward

• (1) Value based parenting
• (2) Limitation of usage of SM
• (3) active monitor of kids