Ebeveynlerin Dijital Reklam Okuryazarlığı Becerilerinin Geliştirilmesine Yönelik Bir Eylem Araştırması

Öz

Çocukların dijital reklamlarla ilişkilerini biçimlendirme ve dijital reklamlar konusunda bilinç kazanma sürecinde ebeveyn arabuluculuğu başat bir rol üstlenmektedir. Bu çalışmanın amacı, ebeveynlerin bu süreçte gereksinim duydukları dijital reklam okuryazarlığı becerilerini geliştirmeye yönelik oluşturulan dijital tabanlı eğitim modelinin etkinliğini niteliksel olarak değerlendirmektir. Bu amaç doğrultusunda çalışmada nitel araştırma yöntemlerinden biri olan eylem araştırması modeli benimsenmiş ve Antalya’da yaşayan, 7-13 yaş arasında çocuğu bulunan yedi ebeveynin katılımıyla 12 saatlik dijital tabanlı bir eğitim gerçekleştirilmiştir. Araştırma verilerinin toplanmasında yarı-yapılandırılmış görüşme ve yapılandırılmamış gözlemden faydalanılmıştır. Araştırmada yarı-yapılandırılmış görüşme yoluyla elde edilen nitel veriler MAXQDA 2020 nitel analiz programında nitel içerik analizinden faydalanılarak çözümlenmiştir. Nitel verilerden elde edilen sonuçlar, reklam okuryazarlığının kavramsal, tutumsal ve performans boyutları açısından ebeveynlerin becerilerinin geliştirilmesine eğitim modelinin katkı sağladığını göstermiştir. Bu gelişimin aynı zamanda araştırmaya katılan ebeveynlerin çocuklarının reklam deneyimlerindeki arabuluculuk stratejilerine de olumlu yönde yansıdığı tespit edilmiştir. Araştırma sonuçlarından hareketle bu alanda çalışan araştırmacı, uygulayıcı ve politika yapıcılara önerilerde bulunulmuştur.

Anahtar Kelimeler

• Dijital Reklam
• Dijital Reklam Okuryazarlığı
• Ebeveyn Arabuluculuk Stratejileri
• Dijital Tabanlı Eğitim
• Eylem Araştırması

An Action Research on Improving Parents’ Digital Advertising Literacy Skills

Öz

Parental mediation plays a leading role in the process of shaping children’s relations with and raising awareness about digital advertisements. This study aims to qualitatively evaluate the effectiveness of the digital-based education model created to develop digital advertising literacy skills that parents need in this process. For this purpose, the action research model, which is one of the qualitative research methods, was adopted in the study and a 12-hour digital-based training was conducted with the participation of seven parents with children between the ages of 7 and 13 living in Antalya. Semi-structured interview was used to collect research data. The qualitative data obtained through semi-structured interview and observation were qualitatively content-analyzed in the MAXQDA 2020 analysis program. The results obtained from the qualitative data showed that the education model contributed to the development of parents’ skills in terms of conceptual, attitudinal and performance dimensions of digital advertising literacy. It was determined that this improvement also reflected positively on parental mediation strategies. Based on the results of the research, suggestions were made to researchers, practitioners and policy makers working in this field.

Anahtar Kelimeler

• Digital Advertising
• Digital Advertising Literacy
• Parental Mediation Strategies
• Digital-Based Education
• Action Research
• Dijital Reklam
• Dijital Reklam Okuryazarlığı
• Ebeveyn Arabuluculuk Stratejileri
• Dijital Tabanlı Eğitim
• Eylem Araştırması

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