Datafication and Commodification of Children on Instagram
Personal Data Protection in Indonesian Sharenting Practices
DOI:
https://doi.org/10.61105/jss.v4i2.540Keywords:
Sharenting, Datafication, Commodification, Personal Data Protection, InstagramAbstract
The rapid development of social media has contributed to the growing practice of sharenting, in which parents share their children's personal information through digital platforms. This practice not only shapes children's digital identities but also raises concerns regarding datafication, commodification, and the protection of children's personal data. This study aims to analyze the practices of child datafication and commodification in the Instagram @ameenaatta and examine their implications for children's personal data protection. A qualitative approach with digital content analysis was employed. The data consisted of the ten Instagram posts with the highest engagement published between March till May 2026. Data were analyzed using NVivo 12 through a coding process based on three main themes: datafication, commodification, personal data protection. The findings reveal that child datafication occurs through the continuous publication of facial images, names, daily activities, family relationships, abilities, and private spaces, thereby constructing the child's digital identity from an early age. Child commodification is reflected in positioning the child as the central focus of content, integrating product promotion and brand placement, and utilizing audience attention to increase engagement and economic value. The repeated disclosure of biometric, identity, behavioral, relational, and environmental data expands the child's digital footprint and increases the potential risks to personal data protection. These findings indicate that sharenting extends beyond documenting family life and has become part of the digital platform ecosystem that simultaneously produces data and generates economic value. Therefore, more ethical sharenting practices are needed by prioritizing children's privacy rights and their best interests.
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