Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile

It is common to identify the ability to recognize advertising as a requirement for the development of a critical attitude towards commercial content. This paper reflects on the perception parents have of their children who, as active users of mobile devices, are recipients of advertising. We thought...

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Detalles Bibliográficos
Autores: Feijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1c, Sádaba-Chalezquer, C. (Charo)|||/items/bf4c1358-3e1d-4008-9295-27a55bc2ac80
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universidad de Navarra
Repositorio:Dadun. Depósito Académico Digital de la Universidad de Navarra
Idioma:inglés
OAI Identifier:oai:dadun.unav.edu:10171/68923
Acceso en línea:https://hdl.handle.net/10171/68923
Access Level:acceso abierto
Palabra clave:Materias Investigacion::Comunicación
Children
Advertising
Mobile
Attitude
Dyads
Parents
Advertising literacy
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network_name_str España
repository_id_str
spelling Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in ChileFeijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1cSádaba-Chalezquer, C. (Charo)|||/items/bf4c1358-3e1d-4008-9295-27a55bc2ac80Materias Investigacion::ComunicaciónChildrenAdvertisingMobileAttitudeDyadsParentsAdvertising literacyIt is common to identify the ability to recognize advertising as a requirement for the development of a critical attitude towards commercial content. This paper reflects on the perception parents have of their children who, as active users of mobile devices, are recipients of advertising. We thought interesting to draw a comparison between parent and child responses to corroborate the level of consistency between adult perception and what children stated regarding their attitude towards the advertising to which they were exposed. In order to do so a survey was applied in dyads in 501 households in the Metropolitan Area of Santiago de Chile showing that parents and guardians tend to underestimate the trust that children place in the advertising appearing on the channels they watch most on their mobile devices. It is needed a ground a solid starting point to enable subsequent research on childcare, content supervision and parental and social mediation.Dadun. Depósito Académico Digital Universidad de Navarra20242024-02-0820212021-01-0120212021-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10171/68923reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/689232026-06-21T12:47:57Z
dc.title.none.fl_str_mv Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
title Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
spellingShingle Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
Feijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1c
Materias Investigacion::Comunicación
Children
Advertising
Mobile
Attitude
Dyads
Parents
Advertising literacy
title_short Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
title_full Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
title_fullStr Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
title_full_unstemmed Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
title_sort Is my kid that naive? Parents' perceptions of their children's attitudes towards advertising on smartphones in Chile
dc.creator.none.fl_str_mv Feijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1c
Sádaba-Chalezquer, C. (Charo)|||/items/bf4c1358-3e1d-4008-9295-27a55bc2ac80
author Feijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1c
author_facet Feijoo-Fernández, B. (Beatriz)|||/items/bd37e4c7-6406-45a8-8fc7-558bb6251e1c
Sádaba-Chalezquer, C. (Charo)|||/items/bf4c1358-3e1d-4008-9295-27a55bc2ac80
author_role author
author2 Sádaba-Chalezquer, C. (Charo)|||/items/bf4c1358-3e1d-4008-9295-27a55bc2ac80
author2_role author
dc.contributor.none.fl_str_mv Dadun. Depósito Académico Digital Universidad de Navarra
dc.subject.none.fl_str_mv Materias Investigacion::Comunicación
Children
Advertising
Mobile
Attitude
Dyads
Parents
Advertising literacy
topic Materias Investigacion::Comunicación
Children
Advertising
Mobile
Attitude
Dyads
Parents
Advertising literacy
description It is common to identify the ability to recognize advertising as a requirement for the development of a critical attitude towards commercial content. This paper reflects on the perception parents have of their children who, as active users of mobile devices, are recipients of advertising. We thought interesting to draw a comparison between parent and child responses to corroborate the level of consistency between adult perception and what children stated regarding their attitude towards the advertising to which they were exposed. In order to do so a survey was applied in dyads in 501 households in the Metropolitan Area of Santiago de Chile showing that parents and guardians tend to underestimate the trust that children place in the advertising appearing on the channels they watch most on their mobile devices. It is needed a ground a solid starting point to enable subsequent research on childcare, content supervision and parental and social mediation.
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-01-01
2021
2021-01-01
2024
2024-02-08
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10171/68923
url https://hdl.handle.net/10171/68923
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra
instname:Universidad de Navarra
instname_str Universidad de Navarra
reponame_str Dadun. Depósito Académico Digital de la Universidad de Navarra
collection Dadun. Depósito Académico Digital de la Universidad de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869404721363550208
score 15.198674

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