Understanding the YouTube generation : how preschoolers process television and YouTube advertising

Preschool children are generally assumed to lack the skills to critically respond to advertising despite being exposed to a high number of advertising messages while watching videos on YouTube. However, research on how preschool children process YouTube advertising is scarce. This study conducts an experiment to examine how preschool children's (4-5 years old, N = 62) responses to video advertising (20-second toy commercial) vary between YouTube and television viewing. The results suggest that almost half of the children were able to distinguish advertising from regular media content, and almost 70% of the children could correctly identify that the video was advertising. No differences were found between the two media. Children were not skeptical toward the video advertisement. With regard to ad effects, the results show low brand and product recall, whereas aided recall was higher (around 40% of the children could correctly recognize the product and brand shown in the advertisement). These findings suggest that 4-5-year-old children already have a proper understanding of advertising, but lack a critical attitude. Furthermore, children's advertising literacy does not vary between YouTube and television advertising

A qualitative study into parental mediation of adolescents' internet use

The vast majority of studies on parental mediation are quantitative by nature, which leads to a lack of in-depth understanding of how parents define and perform their role as socializing agents in this area. The present study offers new insights into how parental mediation is implemented on a daily basis with regard to adolescents' internet use. Therefore, six focus group interviews with parents of children aged 13 to 17 were performed (in total, 34 participants). Concretely, the study investigated (i) how parents perceive their adolescents' internet use, (ii) how parents define their own role as socializing agents, and (iii) how parents perform internet mediation on a daily basis. The results show that parental mediation is best conceived as a dynamic process that stems from the daily interactions between parents and their adolescent children, rather than as a preconceived set of rules and strategies that are implemented. Open communication and making a connection with the adolescent in terms of his or her internet use are parents' preferred strategies for performing parental mediation. The results have implications in terms of parental mediation research as well as in terms of the support directed at parents of adolescent children.status: publishe

Sexting scripts in adolescent relationships : is sexting becoming the norm?

This study offers empirical insight into adolescents’ norms around sexting. Informed by sexual scripting theory, we investigated the extent to which young people perceive sexting as being a likely behavior in the context of a romantic relationship (the “sexting script”). A distinction is made between what adolescents find likely among same-aged peers (the general sexting script) versus what they find likely in their personal situation (the personal sexting script). Data were gathered through questionnaires from adolescents aged 13–18 years ( N = 357, 45% male). The results show that sexting scripts are gendered and that adolescents perceive sexting as being more likely to occur among peers than in their personal situation. The personal sexting script is related to the general sexting script, sexual experiences, and the use of online pornography. The results of the study are useful for the design of sexting education and sensitization messages toward youth. </jats:p

Parent-child communication about internet use and acceptance of parental authority

Structural equation modeling is applied to investigate how parents' communication with their child about his or her Internet use is linked to the child's acceptance of parental authority in the context of Internet use, and how this in turn is linked to the child's social media behavior. This study surveyed children aged 13 to 18 and their mothers and fathers (N = 357 families) and found that acceptance of parental authority is a key factor in the effectiveness of parental mediation. It is recommended that parental mediation is studied as a dynamic process shaped by both parents and children

Adolescents’ perceptions of digital media’s potential to elicit jealousy, conflict and monitoring behaviors within romantic relationships

Understanding the role of digital media in adolescents’ romantic relationships is essential to the prevention of digital dating violence. This study focuses on adolescents’ perceptions of the impact of digital media on jealousy, conflict, and control within their romantic relationships. Twelve focus group interviews were conducted, among 55 secondary school students (ngirls = 28; 51% girls) between the ages of 15 and 18 years (Mage = 16.60 years; SD age = 1.21), in the Dutch-speaking community of Belgium. The respondents identified several sources of jealousy within their romantic relationships, such as online pictures of the romantic partner with others and online messaging with others. Adolescents identified several ways in which romantic partners would react when experiencing feelings of jealousy, such as contacting the person they saw as a threat or looking up the other person’s social media profiles. Along with feelings of jealousy, respondents described several monitoring behaviors, such as reading each other’s e-mails or accessing each other’s social media accounts. Adolescents also articulated several ways that they curated their social media to avoid conflict and jealousy within their romantic relationships. For instance, they adapted their social media behavior by avoiding the posting of certain pictures, or by ceasing to comment on certain content of others. The discussion section includes suggestions for future research and implications for practice, such as the need to incorporate information about e-safety into sexual and relational education and the need to have discussions with adolescents, about healthy boundaries for communication within their friendships and romantic relationships.</jats:p