Ebeveynlerin Dijital Reklam Okuryazarlığı Becerilerinin Geliştirilmesine Yönelik Bir Eylem Araştırması

Abstract

Parental mediation plays a leading role in the process of shaping children's relations with and raising awareness about digital advertisements. This study aims to qıalitatively evaluate the effectiveness of the digital-based education model created to develop digital advertising literacy skills that parents need in this process. For this purpose, action research model was adopted, and a 12-hour digital-based education was conducted with the participation of seven parents residing in Antalya with children aged between 7-13. Semi-structured interview was used to collect research data. The qualitative data obtained through semi-structured interview and observation were qualitatively content-analyzed in the MAXQDA 2020 analysis program. The results obtained from the qualitative data showed that the education model contributed to the development of parents' skills in terms of conceptual, attitudinal and performance dimensions of digital advertising literacy. It was determined that this improvement also reflected positively on parental mediation strategies. Based on the results of the research, suggestions were made to researchers, practitioners and policy makers working in this field.