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Linkages Between Media Literacy and Children’s and Adolescents’ Susceptibility to Advertising

In: Advertising to Children

Author

Listed:
  • Fran C. Blumberg
  • Jessica M. Williams
  • Brian Kelley

Abstract

The prevalence of media use among children and adolescents clearly demonstrates its prominence in their daily routines, which, as we will discuss below, increases their exposure to advertisements. Surveys in the United States suggest that 8- through 18-year-olds spend on average 10–11 hours per day with some form of media for leisure and academic purposes (Rideout, Foehr & Roberts, 2010). This time frame, which represents more than half of their waking hours, represents an increase from 2005 estimates of children’s and adolescents’ media use (Roberts, Foehr & Rideout, 2005). For example, children’s and adolescents’ recreational computer use increased from 1 hour and 2 minutes per day in 2004 to 1 hour and 29 minutes in 2009. Overall, increases in media use have been attributed to children’s and adolescents’ engagement with new forms of media, such as the Internet, as well as more traditional forms, such as television (Roberts & Foehr, 2008).

Suggested Citation

  • Fran C. Blumberg & Jessica M. Williams & Brian Kelley, 2014. "Linkages Between Media Literacy and Children’s and Adolescents’ Susceptibility to Advertising," Palgrave Macmillan Books, in: Mark Blades & Caroline Oates & Fran Blumberg & Barrie Gunter (ed.), Advertising to Children, chapter 9, pages 158-177, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31325-6_9
    DOI: 10.1057/9781137313256_9
    as

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