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YouTube and advertising literacy among children in Portugal

Nascimento, Mariana and Jorge, Ana (2022) YouTube and advertising literacy among children in Portugal. Parenting for a Digital Future (23 Feb 2022). Blog Entry.

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Children generally find it easier to identify pre-roll ads on YouTube as advertising but some more covert marketing tricks like unboxing, YouTubers’ recommendations and gaming videos are too complex for children to spot. For, Mariana Nascimento and Ana Jorge discuss the findings from their study with 10 Portuguese families conducted during the period of homeschooling and Covid-19 lockdown. Their findings show that children are quite susceptible to covert advertising on social media and need active support from parents to develop sufficient media literacy skills.

Item Type: Online resource (Blog Entry)
Official URL:
Additional Information: © 2022 The Authors
Divisions: LSE
Subjects: H Social Sciences > HQ The family. Marriage. Woman
H Social Sciences > HM Sociology
Date Deposited: 11 Apr 2022 13:54
Last Modified: 11 Apr 2022 13:54

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