EXPLORING THE YOUTUBE KIDS APP LANGUAGE IMPACT ON GENDER ROLES IN PAKISTANI TODDLERS

Abstract

This study investigates the impact of YouTube Kids app language on the formation and understanding of gender roles in Pakistani toddlers. The research explores how the content and language used in YouTube Kids can influence children's perceptions of gender, considering the cultural context of Pakistani society. The study employs a qualitative research approach, interviews with parents, teachers, religious scholars, parenting experts, child specialists, psychologists, psychiatrists, hypnosis and NLP master trainers, communication specialists, and mainstream media experts. Purposive sampling was used to select 17 participants from Lahore, Pakistan. The data collected through semi-structured interviews was analyzed using a thematic analysis approach. The findings reveal that while children learn gender roles primarily from home and society, YouTube Kids can influence their understanding of gender. Parents play an important role in guiding children's media consumption and mitigating potential negative influences. The study also explores the impact of YouTube Kids on language acquisition. Participants agreed that children can easily learn new languages through these apps, significantly expanding their vocabulary. However, it is essential for parents to monitor children's social media use and provide guidance to ensure positive outcomes. This highlights the importance of parental supervision and guidance in navigating the complex landscape of YouTube Kids and its potential influence on children's gender roles and language development.