Effect of Advertising Literacy Education on Children's Critical Thinking in Facing Commercial Messages
Subject Areas : Curriculum Design and DevelopmentSomayeh Kiarrsi 1 , Seyed Foad Ebrahimi 2
1 - Assistant Professor, Department of Education, Shadegan Branch, Islamic Azad University, Shadegan, Iran
2 - Assistant Professor, English Department, Shadegan Branch, Islamic Azad University, Shadegan, Iran
Keywords: critical thinking, media literacy, Advertising Literacy,
Abstract :
Digital communication technologies could play a pivotal role in the realm of learning, entertainment, and education for children, and could significantly affect the nature of commercial relations with children. The use of media as new communication technologies for children over the past decade has hosted many researches. The present study aimed to determine the effect of advertising literacy education on 6th-grade primary school female students' critical thinking skills in facing the media commercial messages in the city of Dezful in 2019-2020. The population consisted of all the 6th-grade primary school students in the city of Tehran, of which 60 students were selected using the random clustering method and randomly assigned into two groups of experiment and control. The tool used in this study was Cornell Critical Thinking Test (CCTT), and analysis of covariance was used to analyze the data. The results showed that advertising literacy affected students' critical thinking. The effects on students' inductive reasoning, deductive reasoning, and observational analysis of advertising messages, credibility, and hypothesizing power were found significant.
Bakan, J. (2011).Childhood under siege: How big business targets your children. New York: Free Press
Baran, S.J. (2013). Introduction to Mass Communication: Media Literacy and Culture. McGraw-Hill.
Buckingham, D. (2011). The Material Child: Growing Up in Consumer Culture. London: Polity Press.
Buckingham, D. Banaji, S. Carr, D. Cranmer, S. and Willett, R. (2005 ).The media literacy of children and young people: a review of the research literature, Ofcom. Available at: http://discovery.ucl.ac.uk/10000145/1/Buckingham medialiteracy.pdf (Last accessed 30 April 2019).
Calvert, S. L., (2008). Children as consumers: Advertising and marketing. The Future of Children, 18, 205-234.
Cortoni, I., V. ,Lo Presti, P., Cervelli. (2015). "Digital Competence Assessment. A Proposal for Operationalizing the Critical Dimension." Journal of Media Literacy Education 7 (1): 46 -57.
D’Alessio, M., Laghi, F., & Baiocco, R. (2009). Attitudes toward TV advertising: A measure for children. Journal of Applied Developmental Psychology, 30, 409-418.
Delavar, Ali. (2013). Applied Information and Statistics in Psychology and Educational Sciences. Tehran: Roshd Press
Delavar, Ali. (2013). Applied Information and Statistics in Psychology and Educational Sciences. Tehran: Roshd Press
Friestad, M., and Wright, P. (1994). “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts”, Journal of Consumer Research, 21 (June), pp. 1–31.
Fry, K.G. (2015). "Developing Media Literacy: Managing Fear and Moving Beyond," Journal of Media Literacy Education 6 (3): 65-70.
Ham, C., Nelson, M.R. and Das, S. (2015) “How to Measure Persuasion Knowledge”, International Journal of Advertising, Vol. 34(1), pp.17.
Hedayati, Mehrnoosh; Koosha, Mozhgan. (2017). Participation in Inquire Circles and their Effects on Critical Thinking Skill in Media Literacy (Animation). Journal of Media and Culture. Research Center for Humanities and Cultural Studies, 7th year, no. 1, spring and summer 2017, pp. 171-190
Hill, J.) 2011.( “Endangered childhoods: how consumerism is impacting child and youth identity”, Media, Culture and Society, 33(3), pp347-362.
Hobbs, R. (2011). “The State of Media Literacy: A Response to Potter”, Journal of Broadcasting & Electronic Media, 55:3, pp. 419-430.
Hobbs, R. and Jensen, A. (2013). “The past, present, and future of media literacy education”, Journal of media literacy education, 1(1), pp. 1-11.
Hobbs, R., & McGee, S. (2014). Teaching about propaganda: An examination of the historical roots of media literacy. Journal of Media Literacy, 6(2), 56-67.
Hobbs, R., & Moore, D. C. (2013). Discovering media literacy: Teaching digital media and popular culture in elementary school. Thousand Oaks, CA: Corwin.
Hudders, L., Cauberghe, V. and Panic K., (2016). “How advertising literacy training affect children's responses to television commercials versus advergames”, International Journal of Advertising, 35(6), pp. 909-931.
Jahani, Ja'far. (2008). Learning Creative Thinking to Adolescents: Research-based Approach. Educational Modern Thoughts. No. 16, pp. 29-54.
Jahani, Ja'far. (2008). Learning Creative Thinking to Adolescents: Research-based Approach. Educational Modern Thoughts. No. 16, pp. 29-54.
John, D. R. (1999). “Consumer socialization of children: A retrospective look at twenty-five years of research”, Journal of Consumer Research, 26(3), pp. 183-213.
Kalantari, Abdulhossien; Hasani, Hossein; Alipour Deraveri, Akram. (2012). "Measuring the Effect of Gender on Media Consumption in Iran: Secondary Analysis of National Survey Data". Journal of Woman in Development and Politics. Vol. 10, no. 4, pp. 77-99
Kellner, D.; Share, J. (2007)."Critical Media Literacy is Not an Option.” Learning Inquiry 1, no.1: 59-69.
Livingstone, S. and Helsper, E.J. (2006). “Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures inRelation to Obesity and Food Choice”, Journal of Communication, Vol. 56(3), pp. 560-584.
Majidi Ghahrverdi, Nasim; Asadi, Zahra. (2014). Media Literacy versus Commercial Advertisements: A case study of adolescents in Tehran, Journal of Education Development of Social Sciences, no. 63, pp. 22-26
Marino, M. T., & Hayes, M. T. (2012). Promoting inclusive education, civic scientific literacy,and global citizenship with video games. Cultural Studies of Science Education, 7(4),945-954. doi:10.1007/s11422-012-9429-8.
Moschis, G.P. and Churchill Jr, G.A. (1978). “Consumer socialization: A theoretical and empirical analysis”, Journal of Marketing Research, pp. 599-609.
National Association for Media Literacy Education (NAMLE). (2016). Definition of Media Literacy. https://namle.net/publications/media-literacy-definitions/.Accessed August 19.
Nelson, M.R. (2016). “Developing Persuasion Knowledge by Teaching Advertising Literacy in Primary School”, Journal of Advertising, 45(2), pp. 169-182.
Nelson, M.R. Atkinson, L. Rademacher, M.A. and Regina, A. )2017( .“How Media and Family Build Children's Persuasion Knowledge”, Journal of Current Issues and Research in Advertising, 38(2), pp. 165-183.
Niyazi, Leila. (2016). Effect of Media Literacy Education based on Communication and Information Technology on Awareness and Critical Thinking of the 2nd Grade Primary School Students in the city of Tehran, Thesis for MA degree in Psychology and Educational Sciences, University of Allame Tabatabaei.
Ofcom . )2015( .Children and parents: media use and attitudes report, 2015”, Ofcom. Available from:https://www.ofcom.org.uk/__data/assets/pdf_file/0024/78513/childrens_parents_nov2015.pdf (Last accessed 30 April 2019).
Ofcom( 2018) Children and parents: Media use and attitudes report, Ofcom. Available from: https://www.ofcom.org.uk/__data/assets/pdf_file/0024/134907/Children-and-Parents-Media-Use-and-Attitudes-2018.pdf (Last accessed 30 April 2019).
O'Neill, B. (2010) “Current policy developments in European media literacy”, International Journal of Media and Cultural Politics, 6(2), pp. 235-241.
Opree, S. & Rozendaal, E. (2015). “The Advertising Literacy of Primary School Aged Children”, Advances in Advertising Research, 5, pp. 191-201.
O'Rourke, Vicky & Miller, Sarah & Dunne, Laura. (2019). Teaching Children Advertising Literacy: The Efficacy of a Primary School Media Literacy Intervention.
Panic, K., Cauberghe, V. and De Pelsmacker, P. (2013). “Comparing TV Ads and Advergames Targeting Children: The Impact of Persuasion Knowledge on Behavioral Responses”, Journal of Advertising, 42(2-3), pp. 264-273.
Petty, R. and Cacioppo, J. (1986). “The Elaboration Likelihood Model of Persuasion”, Advances in Experimental Social Psychology, 19, pp. 123-205.
Phang, A. (2016). Add a dose of media literacy in the media diplomas curriculum and syllabus,
Potter, W.J. (2013). "Review of Literature on Media Literacy." Sociology Compass 7 (6): 417-435.
Potter, W.J. ) 2004( .Theory of Media Literacy. Sage Publications: United States.
Rogow, F. (2015). Media literacy in early childhood education. In C. Donohue (Ed.),Technology and digital media in the early years. Tools for teaching and learning (pp. 92– 103). New York: Routledge
Rozendaal, E., Buijzen, M. and Valkenburg, P. (2011) “Children's understanding of advertisers' persuasive tactics”, International Journal of Advertising, 30(2), pp. 329-350
Rozendaal, E., Buijzen, M., & Valkenburg, P. M. (2009). Do children's cognitive defenses reduce their desire for advertised products? Communications: The European Journal of Communication Research, 34, 287-303
Rozendaal, E., Lapierre, M. A., Buijzen, M., & Van Reijmersdal, E. A. (2011). Rethinking children’s advertising defenses: A new theoretical approach.
Rozendaal, E., Opree, S and Buijzen, M. (2014). “Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy”, Media Psychology, 19:1, pp. 72-100.
Sarmad, Zohre; Bazargan, Abbass; Hejazi, Elahe. (2012). Researching Methods in Behavioral Sciences. Tehran: Agah Press
Serafin. Gina. M. (2018). Media mindfulness Developing the ability and motivation to process
Share J. (2001). Critical media literacy is elementary: A case study of teachers' ideas and experiences with media education and young children, Unpublished doctoral thesis, University of California, Los Angeles.
Silverblatt, A., Smith, A., Miller, D., Smith, J., and Brown. N. (2014). Media Literacy: Keys to Interpreting Media Messages. 4th Edition. ABC- CLIO.1..
Silverstone, R. (2004). “Regulation, Media Literacy and Media Civics.” Media, Culture & Society 26, no. 3: 440-449.
Tatlow-Golden, M. Tracey, L.and Dolphin, L. ( 2016). “Who’s feeding the kids online? Digital Food Marketing and Children in Ireland”, Irish Heart Foundation.
www.esd.sp.edu.sg/eetc/eetc07/docs/jtp/ medialeteracy annaphang. Pdf.
Zendebudi, Kheyri; Zendebudi, Fateme. (2013). Studying the Role of University Students' Media Literacy on the extent They are Affected by Commercials, Media Studies, no. 20 pp. 169-182