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Advertising literacy education can be developed based on three literacy components: content, grammar, and structure literacy. Content literacy refers to an understanding of the content of ads (e.g....

This study tests how the public’s responsibility judgments and their policy opinions could be affected by different types of attributions made by the media. Study 1 examined three types of attributions regarding smartphone addiction: (a) individualistic (e.g., lack of self-control), (b) societal (e.g., the media industry or government), and (c) none (i.e., control group). Results showed that individualistic attributions by the media did not affect perceived individual responsibility and support for smartphone-addicted children. On the other hand, societal attributions increased perceived industry responsibility, which subsequently increased punishment opinions for the smartphone industry. Study 2 examined three types of attributions regarding childhood obesity (child vs. parent vs. societal) by two types of exemplar formats (“interviews” vs. “user comments”). Consistent with Study 1, results showed that the societal attribution condition resulted in greater perceived industry responsibility and greater pu...

Based on a sample of 944 respondents who were recruited from 20 elementary schools in South Korea, this research surveyed the factors that lead to smartphone addiction. This research examined the user characteristics and media content types that can lead to addiction. With regard to user characteristics, results showed that those who have lower self-control and those who have greater stress were more likely to be addicted to smartphones. For media content types, those who use smartphones for SNS, games, and entertainment were more likely to be addicted to smartphones, whereas those who use smartphones for study-related purposes were not. Although both SNS use and game use were positive predictors of smartphone addiction, SNS use was a stronger predictor of smartphone addiction than game use. We examined the predictors of smartphone addiction.Self-control was a negative predictor, whereas stress was a positive predictor.SNS, game use, and entertainment-related use were positive predictors.SNS use was a stronger predictor of smartphone addiction than game use.

This research examined the effects of virtual reality (VR) news on knowledge gain and news attitudes. This study found that compared to non-VR news, VR news could have a negative impact on knowledge gain, whereas it could have some positive effect on news attitudes. The positive effect on news attitudes was only found with a more experience-related news topic (i.e., travel sites in Rio de Janeiro), but not with a less experience-related news topic (i.e., new surgical procedure for pancreatic cancer). The positive impact of VR on news attitudes was mediated by presence and subsequent enjoyment.

Parental mediation is a type of behavior that could protect children against the negative uses and effects of smartphones. Based on protection motivation theory, this research (a) predicted parental mediation based on parents' threat and efficacy perceptions and (b) predicted threat and efficacy perceptions based on parenting styles and parents' addiction to smartphone use. An online survey of 448 parents of fourth to sixth graders was conducted. Results showed that both restrictive and active parental mediation were predicted by perceived severity, response efficacy, and self-efficacy. With regard to parenting styles, (a) authoritative parenting was positively related to perceived severity as well as response- and self-efficacy, whereas (b) permissive parenting was negatively related to self-efficacy. In addition, parents' addiction was a negative predictor of perceived severity, but a positive predictor of perceived susceptibility.

본 연구에서는 기존의 미디어 멀티태스킹 관련 연구 경향을 살펴본 후, 특히 국내에서 이루어진 멀티태스킹 이용 및 효과 관련 연구를 검토하고 주요 결과를 정리하였다. 멀티태스킹 이용에 관한 연구 검토 결과, (1) 인구 통계적으로는 여성이 남성보다, 연령이 낮을수록 미디어 멀티태스킹이 증가하는 경향이 존재하였고, 고소득층, 고학력층일수록 미디어 멀티태스킹을 많이 하는 것으로 나타났고, (2) 개인 심리적 요인으로는 오락성 동기, 정보적(학습적) 동기, 습관적 동기, 관계적 동기 등과 같은 이용 동기와, 복합 시간성이나 시간 압박감 등 시간에 대한 인식이 멀티태스킹 행위를 증가시키는 주요한 설명 변인으로 나타났으며, (3) 미디어 요인의 경우 미디어 이용 시간이 증가하고 오락물이나 게임과 같은 엔터테인먼트 콘텐츠 이용 시간이 증가할수록 멀티태스킹 이용량이 증가하는 것으로 나타났다. 한편, 멀티태스킹 효과에 관한 연구 검토 결과, 예상대로 인지적 효과(예, 기억이나 이해도)는 감소하고, 태도적 효과(예, 광고 태도와 만족도)는 증가하며, 행동적 효과(예, 정보 검색과 구매 의도) 역시 증가하는 것으로 나타났다. 이러한 결과는 어떠한 특성의 미디어 이용자들이 멀티태스킹을 많이 하며, 그 결과 광고 효과가 어떻게 나타날 것인가에 대한 중요한 실무적 함의를 지닌다.