Influencers in a km used to refer to children (under 18 years) who gain social media prominence as influencers - ie. content creators

Rise of influencers. Changing family structure & aspirations of parents. Changing family structures & suite of kidfluencers: 1. shift from joint families to nuclear structure, that is collective to individual identities. 2. Parenting models shifted from authoritarian to democratic that allows for space for children to make their own decisions. 3. Blurry of public - private dichotomy - 'home' increasingly the backdrop of internet and 'influencing' study as hobby & not a job. 4. It provides space for day expression, encouraged in nuclear households that support children. Parental aspirations & monetization of childhood: 1. Grey zone of digital child labour - ILO's definition of child labour mention work that deprives children of childhood. Context creation includes brand deals, adult expectations & commercial pressure perpetuated by parental aspirations. 2. Middle class parents may view social media as an alternative path to economic issues. 3. Global consumerism culture has shaped parents' view of success & means to attain it (eg. technology penetration).

1. Proliferation of co led friendly content (eg. parenting videos, toys sensation) create demand for kidfluencers. 2. Corporate promote kidfluencers to facilitate digital materialism. 3. sub conscious participation - may begin as day expression spilling into influencer gigs without conscious decisions. 4. Rise of affordable smartphones, data plans has made content creation accessible beyond upon areas.