ECREA16-Abstract_book

22 / 658

20
Thursday, November 101 6 : 3 0 – 1 8 : 0 0
PP 220 "MediaCorp": The Use of Media Literacy to Prevent Body Image Dissatisfaction Among Childrens Between 6 and 9 Years Old
M. Jiménez-Morales1, O. Larrea1, P. Medina-Bravo1, J.R. Sanchez 1, M. Fedele2, L. Mas1, E. Añaños3, M. Montaña4, E. Rodero1, I. Da Rocha 4
1 Universitat Pompeu Fabra, Department of Communication, Barcelona, Spain
2 Tecnocampus, Department of Communication, Mataró, Spain
3 Universidad Autónoma de Barcelona, Departament of Communication, Barcelona, Spain
4 Universitat Oberta de Catalunya, Barcelona, Spain
TV advertisements play a key role in the portrayal of models, values and roles. Children may interiorize and use them in the construction of their own iden‑
tities, including their body image. These media portrayals usually associate slimness to positive features such as popularity or group appreciation (Grabe
et al, 2008; Levine & Murnen, 2009). In fact, previous studies on body image portrayed by media have focused on the characters’weight appearance, and
have concluded that media strongly emphasize the 'slimness standard” or the 'ideal slim” (Carrillo, Jiménez Morales, Sánchez, 2013). In this regard, it has
been pointed out that about 40–50% of children aged 6–12 are unsatisfied with their physical appearance. Additionally, a low body image appreciation
among children and adolescents can be associate to serious implications in both their physical and psychological health (Bird et al, 2013). Since children
are more and more precocious in adopting (negative) attitudes toward their body image, and given the consequences that such attitudes can have on their
health, our project intends to provide the educational systemwith tools validated by scientific research. Taking into account the influence of media on these
attitudes, media literacy is the essential tool to be applied in the school environment, where children live essential experiences related to the development
of their self-esteem, self-perception and healthy habits.This paper is part of a larger national research project that aims to implement media education tools
for body image diseases prevention in order to influence positively children’s critical interpretation of the body image patterns portrayed by audiovisual
advertising. To do this, the project implements a hybrid methodological approach: a) a quantitative analysis of media consumption habits linked to body
image of children from different grades of primary schools in three Spanish cities (Barcelona, Madrid and Seville); b) a quantitative and qualitative content
analysis of audiovisual advertising aimed to identify the formal features that shape the body image patterns; c) focus groups and in-depth interviews to
assess the influence of such patterns in children; d) design and implementation of the platform "¡Mi cuerpo me gusta!(I love my body!)"; and e) an analysis
of the effectiveness of the platform through the experimental method. The current paper presents the project and discusses its main features such as ob‑
jectives, methodology and main challenges. Moreover it focuses on the design and development of an adequate tool to measure children’s self-perception
of their body image. Finally, this paper aims to spark discussion and provide a stable forum of debate over the importance of creating awareness of children’s
attitudes toward their body image. KEYWORDS: Advertising, Body image, Children, Media literacy.
PP 221 Collecting, Processing and Analyzing Data in a Qualitative Longitudinal Study – On the Role of Media in Socialization of Socially
Disadvantaged Adolescents
I. Paus-Hasebrink1, P. Sinner1, J. Kulterer1, F. Prochazka2
1 University of Salzburg, Department of Communications, Salzburg, Austria
2 University Hohenheim, Departmeht of Communications, Stuttgart, Germany
The paper at hand focuses on strategies how to collect, process and analyze data from a qualitative longitudinal study. This is illustrated by selected exam‑
ples of methodological problems and their solution. The study investigates the role of media in the socialization process of socially disadvantaged children
as they grow up. This qualitative longitudinal panel study was launched in 2005 and is classified as Lebenswelt based research. The project started with
twenty families with children at the age of 5 years. Criteria for the inclusion in the panel were e.g. the experience of poverty and other forms of disadvantage
such as bad housing situation, single parenthood, difficult family backgrounds, migration background and low levels of formal education. Data collection
was conducted in 2005, 2007, 2010, 2012, 2014, and 2016. A multi-methodological design was constructed comprising face-to-face-interviews with both
children and their parents. In addition, each family was observed in their everyday life, and a structured questionnaire was used to get a clearer picture
of the particular family situation (housing, family members, finances, formal education). As the children grew older, additional observation schemes were
added (photographs of bedroom and favored places for work and media use; personal network maps; thinking aloud data concerning their favorite social
network sites). In order to grasp the complexity of the topic and the collected data, this study follows the model of triangulation. The sensitive nature
of the collected data requires particularly strict rules for anonymization and archiving. To operationalize the process of thematic coding a complex list
of codes was deductively composed in 2005 and cautiously changed and extended during the following waves of the survey: aspects of media-related and
technical change were taken into account and at the same time the list of codes had to “grow up” with the children and their vested interests and needs.
To strengthen intersubjective validity of coding, software for qualitative data analysis (MaxQDA), was used. The data was analyzed in two steps: Firstly,
a focused analysis along previously defined categories was carried out for the interviews with parents and children. Secondly, a contextual analysis of the in‑
dividual subjects was done (case studies), comparing their answers from the guided interviews with the further results provided by the other methods.
Such a rich design (understood here as a sensitive combination of methods), which can shed light on aspects that cannot be covered adequately by only one
method features a high density of data and a high level of reflection on the process of analysis. It shall be made clear how above all a longitudinal design
can help to identify individual patterns of practices in the context of socialization. Such a design is suitable to reflect both mediation processes as well as
the changing family-related conduct of everyday life and within it the child’s own perspective on coping with upcoming developmental tasks.