RT Journal Article
T1 Sexual-affective education on Instagram: branded content in Spanish sex shops
A1 Penelas, Silvia
A1 Sixto García, José
K1 Branded content
K1 Sex education
K1 Sexual-affective education
K1 Instagram
AB Modern day branded content generates engagement with users and this participation is taking place on social networks. This article uses methodological triangulation to analyze how the most popular Spanish sex shops manage branded content on Instagram and how much importance do they give to sexual education in their communication. It is important to analyze this scope in Spain where the values of Francoist dictatorship continue to survive in certain sectors of society. The results demonstrate that sex shops opt for a communicative model in which the product is relegated to the background, while the dissemination of content on sexual education constitutes the essential element of the branded content.
PB Taylor & Francis
YR 2024
FD 2024
LK https://hdl.handle.net/10347/40576
UL https://hdl.handle.net/10347/40576
LA eng
NO Penelas, S., & Sixto-García, J. (2024). Sexual-affective education on Instagram: branded content in Spanish sex shops. Feminist Media Studies, 1–23. https://doi.org/10.1080/14680777.2024.2375399
NO This is an Accepted Manuscript of an article published by Taylor & Francis in Feminist Media Studies on 12 Jul 2024, available at: https://doi.org/10.1080/14680777.2024.2375399
NO This article is part of the R&D project Digital-native media in Spain: Strategies, competencies, social involvement and (re)definition of practices in journalistic production and diffusion [PID2021-122534OB-C21], funded by MICIU/ AEI/10.13039/501100011033 and by “ERDF/EU”.
DS Minerva
RD 28 abr 2026