Sexual-affective education on Instagram

Branded content in Spanish sex shops

Bibliographic Data

ID7154394
AuthorsSilvia Penela (0009-0006-2903-1451, Universidade de Santiago de Compostela), José Sixto García (0000-0002-2988-0975, Universidade de Santiago de Compostela, corresponding author), José Sixto-García
Year2025
Volume25
Issue7
Pages1705-1727
Publication date2025-10-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueFeminist Media Studies (JOURNAL)
Journal identifiersISSN: 1468-0777 • E-ISSN: 1471-5902
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/14680777.2024.2375399
OpenAlexW4400583526
LanguageEN
References cited45

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 phenomenon in Spain where the values of Francoist dictatorship still persist 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

Advertising · Business · Human sexuality · Sex education · Sexual behavior · Sociology · Gender Studies · Gender, Feminism, and Media · Mathematics · Psychology · Sex work and related issues · Sexuality, Behavior, and Technology · Social Psychology

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