¿Hablar de publi me hace reconocerla mejor?: Incidencia de la mediación parental y social en la alfabetización publicitaria de la generación Alpha

Introduction:The research presented here addresses how children aged 7-10, belonging to Generation Alpha, perceive and manage the advertising content they are exposed to in digital environments. In addition, it focuses on analyzing how interactions with their parents/guardians and friends influence their ability to recognize persuasive formats and their perceived control over advertising. Methodology:This research uses a quantitative methodology with a sample of 1,304 children in Spain, applying a questionnaire that measures knowledge about advertising, the ability to recognize it and the degree of parental and social mediation. Results: The results show that children who discuss advertising with their parents have a better understanding of the advertising phenomenon and feel more able to identify advertisements. However, conversations with friends, although relevant, have less impact. In addition, children perceive greater control over digital advertising when they are more knowledgeable about it. In the end, conversations with parents about advertising not only increase children's perceived knowledge of advertising, but also reinforce their confidence in their ability to identify advertising content. Discussion: One of the main conclusions of this work indicates that parental mediation is key to children's advertising literacy, while social mediation complements this process. Conclusions: These findings underline the need to design educational programs that involve parents in advertising literacy, fostering an environment that promotes enriching conversations about advertising