DEMOGRAPHIC INFLUENCES ON CHILDREN’S MEDIA EXPOSURE AND ADVERTISING LITERACY

Manisha Chaudhary; Rupam Singh

doi:10.29121/shodhkosh.v5.i4.2024.3287

Authors

Manisha Chaudhary Scholar, Department of Psychology, Maharishi School of Humanities & Arts
Dr. Rupam Singh Supervisor Maharishi University of Information Technology, Lucknow.

DOI:

https://doi.org/10.29121/shodhkosh.v5.i4.2024.3287

Keywords:

Media Exposure, Advertising Literacy, Age, Gender, Socioeconomic Status, Parental Mediation, Media Literacy, Cognitive Development, Digital Content, Educational Programs

Abstract [English]

This study examines the influence of demographic factors, such as age, gender, socioeconomic status, and parental involvement, on children’s media exposure and advertising literacy. As children increasingly engage with digital content, understanding how these factors shape their advertising comprehension is critical. The research reveals that age plays a pivotal role, with older children exhibiting greater advertising literacy due to cognitive development. Gender differences highlight distinct media consumption patterns, affecting susceptibility to targeted advertisements. Socioeconomic status impacts media access and exposure, while geographic location influences media engagement based on infrastructure availability. Parental mediation and media literacy education are found to be essential in developing children's critical thinking skills and skepticism toward advertising. The findings emphasize the need for tailored media literacy interventions and policy measures to ensure equitable access to education across demographics.

References

Aagerup, U., Frank, A. S., & Hultqvist, E. (2019). The persuasive effects of emotional green packaging claims. British Food Journal, 121(12), 3233-3246. https://doi.org/10.1108/BFJ-08-2019-0652 DOI: https://doi.org/10.1108/BFJ-08-2019-0652

Ahn, R. J. (2022). Exploration of parental advertising literacy and parental mediation: Influencer marketing of media character toy and merchandise. Journal of Advertising, 51(1), 107–115. DOI: https://doi.org/10.1080/00913367.2021.1944935

Alamsyah, D. P., Ratnapuri, C. I., Aryanto, R., & Othman, N. A. (2021). Digital marketing: Implementation of digital advertising preference to support brand awareness. Academy of Strategic Management Journal, 20(2), 1-10.

Azmi, N. J., Hassan, I., Ab Rashid, R., Ahmad, Z., Aziz, N. A., & Nasidi, Q. Y. (2021). Gender stereotype in toy advertisements on social networking sites. Online Journal of Communication and Media Technologies, 11(4), e202122. DOI: https://doi.org/10.30935/ojcmt/11212

Bai, D., Yip, B. H. K., Windham, G. C., et al. (2019). Association of genetic and environmental factors with autism in a 5-country cohort. JAMA Psychiatry, 76(10), 1035-1043. https://doi.org/10.1001/jamapsychiatry.2019.1411 DOI: https://doi.org/10.1001/jamapsychiatry.2019.1411

Boyland, E. J., Harrold, J. A., & Dovey, T. M. (2013). Food choice and overconsumption: Effect of a premium sports celebrity endorser. Journal of Pediatrics, 163, 339–343. https://doi.org/10.1016/j.jpeds.2012.12.014 DOI: https://doi.org/10.1016/j.jpeds.2013.01.059

Chan, K., & Fan, F. (2022). Perception of advertisements with celebrity endorsement among mature consumers. Journal of Marketing Communications, 28(2), 115-131. DOI: https://doi.org/10.1080/13527266.2020.1843063

Chen, L., & Shi, J. (2019). Reducing harm from media: A meta-analysis of parental mediation. Journalism & Mass Communication Quarterly, 96(1), 173–193. https://doi.org/10.1177/1077699018754908 DOI: https://doi.org/10.1177/1077699018754908

Christakis, D. A. (2020). Early media exposure and autism spectrum disorder: Heat and light. JAMA Pediatrics, 174(7), 640-641. https://doi.org/10.1001/jamapediatrics.2020.0659 DOI: https://doi.org/10.1001/jamapediatrics.2020.0659

Emond, J. A., Longacre, M. R., & Drake, K. M. (2019). Exposure to child-directed TV advertising and preschoolers’ intake of advertised cereals. American Journal of Preventive Medicine, 56, e35–e43. https://doi.org/10.1016/j.amepre.2018.09.027 DOI: https://doi.org/10.1016/j.amepre.2018.09.015

Harris, J. L., Kalnova, S. S. (2018). Food and beverage TV advertising to young children: Measuring exposure and potential impact. Appetite, 123, 49–55. https://doi.org/10.1016/j.appet.2017.12.006 DOI: https://doi.org/10.1016/j.appet.2017.11.110

Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46(2), 333–349. https://doi.org/10.1080/00913367.2016.1269303 DOI: https://doi.org/10.1080/00913367.2016.1269303

Kawa, R., Saemundsen, E., Jónsdóttir, S. L., et al. (2017). European studies on prevalence and risk of autism spectrum disorders according to immigrant status: A review. European Journal of Public Health, 27(1), 101-110. https://doi.org/10.1093/eurpub/ckw206 DOI: https://doi.org/10.1093/eurpub/ckw206

Kumar, V., & Pansari, A. (2014). The construct, measurement, and impact of employee engagement: A marketing perspective. Customer Needs and Solutions, 1, 52-67. https://doi.org/10.1007/s40547-013-0006-4 DOI: https://doi.org/10.1007/s40547-013-0006-4

Lapierre, M. A., Fleming-Milici, F., Rozendaal, E., McAlister, A. R., & Castonguay, J. (2017). The effect of advertising on children and adolescents. Pediatrics, 140(Suppl 2), S152–S156. https://doi.org/10.1542/peds.2016-1758V DOI: https://doi.org/10.1542/peds.2016-1758V

McNeill, J., Howard, S. J., Vella, S. A., & Cliff, D. P. (2019). Longitudinal associations of electronic application use and media program viewing with cognitive and psychosocial development in preschoolers. Academic pediatrics, 19(5), 520-528. DOI: https://doi.org/10.1016/j.acap.2019.02.010