Coming Attractions: Parental Mediation Responses to Transgender and Cisgender Film Trailer Content Targeting Adolescents
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Adolescents increasingly rely on media for socialization and identity development, and marketing plays a prominent role in this dynamic. Film trailers are one form of advertising that children actively seek out and attend to in their exploration of media. However, little attention has been paid to these advertisements’ gendered narratives and parents’ responses to them. The present study examines parents’ mediation responses to film trailers that promote themes of gender development and are aimed at adolescents. Respondents viewed a trailer that featured either a cisgender or transgender coming-of-age story and responded to cognitive, emotional, and attitudinal survey measures. Results identified both parent and child factors that influence parents’ mediation intentions and support for censorship. Practical implications in parenting, gender development, and marketing are further discussed.
KeywordsActive parental mediation Support for censorship Film trailers Transgender Advertising
Compliance with Ethical Standards
Conflict of interest
The authors declare that they have no conflict of interest.
All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.
Informed consent was obtained from all individual participants included in the study.
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