To read this content please select one of the options below:

Active mediation of television, internet and mobile advertising

Wonsun Shin (School of Culture and Communication, University of Melbourne, Parkville, Australia)

Young Consumers

ISSN: 1747-3616

Article publication date: 20 November 2017




The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices.


A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones.


The degree to which parents engage in active mediation of advertising is similar across different media. Active mediation of advertising is more a function of parents’ attitudes toward advertising directed to children, parents’ concerns about media influence on their children and parental self-efficacy rather than the age of their children.

Research limitations/implications

The survey was conducted in a single country and did not examine the consequences of parental mediation of advertising. Future research should consider cross-cultural perspectives and investigate the outcomes of parental mediation.

Practical implications

For advertising practitioners, this study argues that it is important to understand how parents view different forms of advertising. For media educators and policy makers, this study suggests that various parental factors should be considered to develop effective guidelines for parents.


This study adds novel insights to the literature on consumer socialization by investigating how parents – the primary socialization agents in children’s development of consumption-related behaviors – help children understand advertising across different media.



Shin, W. (2017), "Active mediation of television, internet and mobile advertising", Young Consumers, Vol. 18 No. 4, pp. 378-392.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles