On primary school pupils’ comprehension of visual-verbal narratives in influencer marketing
K porozumeniu obrazovo-textovým naratívom v influencer marketingu u žiakov na 1. stupni základnej školy

Summary/Abstract: The study explores the issue of primary school pupils’ comprehension of visual-verbal narrative messages with a primarily persuasive function, focusing specifically on influencer-generated content shared on social media. The aim was to determine whether 11-year-old pupils can recognize the advertising character of such multimodal messages and to what extent they understand their communicative function. The study builds on current research into influencer marketing and its effects on child audiences and considers the topic’s grounding in the revised Czech national curriculum for basic education. A questionnaire survey was conducted with 34 fifth-grade pupils, who were presented with five authentic screenshots from YouTube and Instagram. The pupils answered a series of open and closed questions. The findings reveal that the pupils are more likely to recognize advertising for tangible products than the persuasive nature of messages based on storytelling and emotional appeal. The lowest success rate in identifying commercial intentoccurred with messages that combined narrative structure, personal experience, and emotive elements. The study highlights the need for systematic didactic approaches to this type of content and calls for its integration into the educational process of future teachers.

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