Abstract:

Social media get more and more important for adolescents regarding information search. In this context, a negative influence of social media on democracy is often articulated as mostly one-sided information is presented according to the user’s interests (Pariser, 2011). In this context, influencers take a prominent role, too. They present content to increase the number of followers and thus may manipulate users with their statements as well, not only in the consumer behavior, but also regarding values and values education.

Thus, the aim of this study is to get a detailed insight into the importance of influencers on adolescents’ values and values education. To answer this question, a qualitative interview study using mixed methods was conducted to examine the importance of influencers for values education. Fifteen adolescents between 14 and 21 years were asked to fill-in a questionnaire about their social media use and the importance of social media. Second, they had to evaluate the importance of 54 values as important, neutral, or not important presented on a digital whiteboard for themselves, their parents, and the influencers they follow. Third, a half-standardized interview guideline was used to ask adolescents about their values, values education, and the importance of influencers for their values education. The questionnaires and values were analyzed quantitatively with Jamovi, while the interviews were analyzed qualitatively using MAXQDA. Therefore, a coding scheme was deductively developed. This coding scheme comprised six main codes and 31 sub-codes. Single propositions were assigned to the respective codes. A second coder rated 20 per cent of the interviews. Interrater reliability was sufficient with a Cohen’s Kappa of 0.67.

Results show that social media take a prominent role in adolescents’ life, even though, they have a quite critical attitude towards them. Influencers are rated positive, and interviewees agree on the role of influencers in manipulating their audience by advertisement or expression of opinions, and thus in mediating values.

Regarding the importance of diverse persons for values education, 13 adolescents name their parents and family as main persons who taught or mediated values to them. Nine mentioned friends as important for values education, followed by teachers (7). Five adolescents indicated that social media and influencers are relevant for their values education. Regarding the accordance between adolescents’ and influencers’ values, results of the value sheets show an agreement rate of 56.1% which is articulated in the interviews, too: “Well, I see very much accordance. Much more neutral (values) and only one point which is different, crass different.” Eight adolescents realized the consistency between their own values and influencers’ values, while four adolescents explicitly articulated differences. The agreement between adolescents’ and parents’ values was higher with 63.58%. Thirteen adolescents mentioned this accordance, two see more of a disagreement. Most important for values education are parents (12), followed by siblings, and friends. But four adolescents see influencers as role models for values, too.

These preliminary results show that social media, specifically influencers, have a significance for values and values education of adolescents. But regarding values transmission, parents still seem to have a more prominent role for their children’s values education.

Keywords:

Values education, social media, adolescents, influencer.