University of Twente Student Theses


As seen on screen: influenced by vlogs and games : How do parents mediate between children and embedded advertising?

Neck, Laura van (2019) As seen on screen: influenced by vlogs and games : How do parents mediate between children and embedded advertising?

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Abstract:Because of the popularity of media platforms like vlogs and games, children are confronted with many forms of embedded advertising. Legislators are in the process of making rules to protect children from unconscious persuasion, but this is a lengthy process. As young children use most media at home, parents are an important factor in children’s media education and the development of advertising literacy. Therefore, the aim of this study was to gain more insight into the relationship between parents and children concerning embedded advertising and parental mediation. In Study 1 (N = 128) a quantitative method was used to determine parental opinions on embedded advertising. Parents of children between the ages of 7 to 11 were confronted with examples of embedded advertising and asked questions about recognition, ad/format liking, persuasive intent and ethical considerations. The most notable results were that vlogs were recognized significantly more than games and that vlogs and games that scored higher on persuasive intent did not necessarily have a low ethical score. The results from the questionnaire were used to make a relevant interview scheme for Study 2. Study 2 (N = 24) consisted of interviews conducted among parents of children between the ages of 7 to 11. This study aimed to gain insight into specific parental mediation techniques. Several mediation techniques that were already described in literature (co-viewing, active mediation, restrictive mediation) were found in the interviews. Interestingly, they were not always executed as described in former studies. Some additional mediation techniques were also discovered, as for instance utilizing mediation: the use of media to the parent’s advantage. The discoveries that were made in this study were used to update the overview of parental mediation techniques, which is now more relevant to current practices. Practical implications and suggestions for feature research are also offered.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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