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Ao utilizar o YouTube, as crianças encontram-se expostas aos mais diversos tipos de conteúdos, tornando-se fundamental reconhecerem os conteúdos comerciais e distingui-los dos restantes. Para desenvolver a literacia necessária para o fazer, as crianças necessitam de competências cognitivas específicas que podem e devem ser estimuladas. O tipo de mediação parental que, neste caso, envolve a forma como os pais ensinam as crianças a lidar com os conteúdos mediáticos e com questões de publicidade no YouTube, é um ponto crucial neste processo.
A presente dissertação baseia-se num estudo sobre crianças com idades compreendidas entre os oito e os 12 anos que nasceram e cresceram num ambiente altamente tecnológico onde os media digitais e o YouTube formam parte das suas rotinas desde cedo, fazendo também parte do seu processo de desenvolvimento. O estudo utiliza um método misto, eminentemente qualitativo, sobre 10 estudos de caso de famílias portuguesas. Foi conduzido um inquérito por questionário aos pais, foram realizadas entrevistas às crianças e foi observada a utilização que estas fazem do YouTube. Os resultados sugerem que os pais devem recorrer a uma mediação ativa e a uma utilização partilhada, sempre que possível, sem esquecer a mediação restritiva. Um estilo de comunicação familiar aberto, que favoreça a troca de informações entre pais e filhos sobre as experiências relacionadas com os media, é fundamental. Os pais que fazem comentários e explicam ativamente a natureza e a intenção de venda da publicidade conseguem ajudar as crianças a criar mecanismos de defesa e a prevenir possíveis consequências negativas da utilização do YouTube.
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.
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.
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Mediação parental Literacia Publicidade YouTube Desenvolvimento Parental mediation Literacy Advertising Development