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  2. dr. Emma Beuckels

dr. Emma Beuckels

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Emma is an interdisciplinary researcher whose work explores how the platformization and commodification of family life mutually shapes the online and offline lives of parents, children, and adolescents. Her research sits at the intersection of media-, family- and consumer culture studies. She is currently a senior postdoctoral researcher at Ghent University, supported by the Special Research Fund (BOF). She is a board member of the Netherlands Flanders Communication Association (NeFCA) and is an associate editor at the International Journal of Advertising. She collaborates with various international researchers and organizations stituated in media studies, family studies, psychology, marketing, law, public health, obstetric care, and more. Her own research project examines how parenting advice is platformized and commodified, and how parents engage with these dynamics. Combining micro- and macrosociological perspectives, she investigates how parenting discourses are shaped, commodified, and circulated through social media, and how these dynamics interact with everyday parenting practices and experiences. In addition, her work addresses the ethical implications of involving children in influencer practices and content. She approaches this issue from a multi-stakeholder perspective, moving beyond the responsabilisation of parents and towards a collective responsibility for children’s rights online. Emma also supervises several PhD students within national and international research projects that explore how social media and influencer logics shape offline decision-making and health behaviors among adolescents, parents, and children. The projects she supervises are led by Ellen Mertens, Gitte Dermaret, and Eline De Keyzer and investigate topics such as the polarization of infant feeding practices, influencer communication on parental and child food consumption, and the promotion of food media literacy among adolescents through social media influencers. She successfully defended her PhD in September 2020 from Ghent University, with a dissertation on media multitasking and advertising processing.
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