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

Ainhoa García Rivero; José Antonio Cortés Quesada; Beatriz Feijóo; Patricia Núñez Gómez

doi:10.4185/rlcs-2025-2410

Authors

Ainhoa García Rivero International University of La Rioja https://orcid.org/0000-0003-4879-9950
José Antonio Cortés Quesada International University of La Rioja https://orcid.org/0000-0002-9292-2437
Beatriz Feijóo Villanueva University https://orcid.org/0000-0001-5287-3813
Patricia Núñez Gómez Complutense University of Madrid https://orcid.org/0000-0002-3028-9429

DOI:

https://doi.org/10.4185/rlcs-2025-2410

Keywords:

advertising literacy, Generation Alpha, digital advertising, persuasive formats, parental mediation

Abstract

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.

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Author Biographies

Ainhoa García Rivero, International University of La Rioja

Ainhoa is the Academic Coordinator of the Master's Degree in Innovation in Customer Experience at the International University of La Rioja, as well as a lecturer in the Advertising Degree, the Marketing Degree and the Master's Degree in Digital Advertising at the same university. She is a graduate in Advertising and Public Relations (UCM, for its acronym in Spanish), specialized in Corporate Communication and Communication Research with a Master in Organizational Communication from the same University. She was awarded with the first prize in the II ATIC Awards for the best Master's thesis in Communication Research 2019/2020. Her main research interests are communication with children and youth, especially in digital environments, as well as new media and advertising platforms.

José Antonio Cortés Quesada, International University of La Rioja

PhD in Communication and Graduate in Communication and Advertising and PR. Assistant Professor Doctor Accredited by ANECA. Academic Coordinator of the Degree in Marketing at the International University of La Rioja (UNIR). Author of articles on audiovisual and advertising consumption of Generation Z and Millennials. He has also carried out research on audience measurement of linear television in Spain.

Beatriz Feijóo, Villanueva University

PhD in Communication and degree in Advertising and Public Relations and Audiovisual Communication from the University of Vigo. Lecturer at Villanueva University. She has also worked as a teacher and researcher at the Universidad de los Andes (Chile), the Universidad de Vigo and the Universidad Internacional de la Rioja. Author of several publications and scientific articles on communication and children and PI of research projects financed with competitive funds on the same subject.

Patricia Núñez Gómez, Complutense University of Madrid

Patricia Núñez is Professor of Advertising in the Faculty of Information Sciences at the Complutense University of Madrid. Director of the Department of Applied Communication Sciences. PhD in Advertising and Master in Philosophy. Member of different national and international research groups and director of the research group related to childhood and communication Teens, communities and Digital Literacy. Her main lines of research are new technologies, social networks, children and young people. In her main activities she works with different children's organisations and children, establishing dialogues between governments, brands and these audiences. She is a trainer for various organisations on new generation issues and a participant in different national and international projects on these subjects.

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