O impacto da mediação parental na literacia da publicidade do Youtube em crianças dos 8 aos 12 anos

Abstract

When using YouTube, children are exposed to the most diverse types of content, making it essential to recognize commercial content and distinguish it from the rest. To develop the literacy necessary to do so, children need specific cognitive skills that can and should be stimulated. The type of parental mediation that, in this case, involves a way in which parents teach children to deal with media content and advertising issues on YouTube, is a crucial point in this process.This dissertation is based on the study of children aged between eight and 12 years old who were born and raised in a highly technological environment where digital media and YouTube form part of their routines from an early age, and are also part of their development process. The study uses a mixed method, eminently qualitative, on 10 case studies of Portuguese families. A questionnaire was applied to the parents, interviews were conducted with the children and their use of YouTube was observed. The results suggest that parents should resort to active mediation and shared use, whenever possible, without forgetting restrictive mediation. An open family communication style, which favors the exchange of information between parents and children about experiences related to the media, is essential. Parents who comment and actively explain the nature and intent of selling advertising are able to help children create defense mechanisms and prevent possible negative consequences from using YouTube.

Date of Award	5 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)