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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING environment. The survey also suggested that parental concerns regarding advertising were more focused on TV and that children were exposed to ‘too many ads’. There was no suggestion or notion, of the marketing campaigns occurring on ‘Advergame’ sites that their child may be engaging in. In another survey by the Kaiser Family Foundation (2003) parents of 06 year old children reported that most parents have mediarelated rules but were more concerned with the content of what their child engaged with. Advergame site Kidswirl Exploring the digital space of Kidswirl a self proclaimed FaceBook like site for kids, as young as two years offers the usual spaces similar in colour and texture to FaceBook, where ,30%*&53"&)%&'#39%8&3"8&"%G&,>7('*&53"&)%&D7>0%8M&&b>74#%*&G$6+&5+$#8>%"S&*70%&$"D3"6*& are designed with personal details and their status sometimes protected, others times exposed. Surrounding these online ‘kids only ,but the parents are in control’ communities 3>%&C3*+$",&07"$6$K%8&38I%>6$*%0%"6*&>3",$",&D>70&D778&'>78(56*&67&679*&G$6+&6+%&788& ad appearing out of place. More concerning is the suggestion to collect coins by clicking on these ads. If you click more than 20 times a day, you get extra points where you can purchase various items in games. There is also a page for the champion coin collectors. Blogging Parents and ethics approval Ethnography’ is the approach of this short study which begins with the question, what are the perceptions of parents of their child’s engagement with Advergames’? As the social actor of this investigation and outside the child’s digital culture, I will investigate various websites where parental discourse is drawn through the use of blog postings of interests into how their child navigates this space. The all encompassing question of acquiring ethics approval for online behavioral research has been concerning with discussions to the University ethics department, however on the guidance of Gosling and Johnson (2010), Online Behavioral Research, the social actor/ author has been persuaded to accept that trawling online for data or blogs in this instance 87%*&"76&>%h($>%&%6+$5*M&&N7>%&*'%5$453##9S&$"D7>0%8&57"*%"6&$*&"76&"%%8%8&3*&6+%*%&7'%"#9& online postings ‘represent the public domain’. Gosling and Johnson (2010) mention that researchers do not need to obtain informed consent in this instance. What does need to be mentioned is that this area of ethics approval is currently unknown and open to debate. Beginning this journey into parent perceptions, or lack of, hopes to unveil some of the 102
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING hidden truths in the digital culture of preschool children, which is reinforced through parental beliefs. Some of these beliefs include a) their child will be behind if they are not exposed and engaged in these educational games; Advergames in most cases b) to *(''7>6&4"%&0767>&*H$##*&G$6+&)%66%>&07(*%&57"6>7#&3"8&51&,%66$",&6+%$>&'>%*5+77#%>&>%389& for school. With so many new sites available how do parents make informed decisions on what is safe and what is not? What does their child do in these sites, are they making friends or foe, how educational are these sites. Education The most noted blog comment from parents was their interest in the educational value of the Advergame site. In a study by The Kaiser Foundation (2003), it was found that parents have ‘faith in the educational value of electronic media” and the majority of parents thought that the use of a computer “mostly helps” children’s learning. Parents of 06 year olds thought that TV, “mostly helps” children, but no study was used for Advergame media. As there is strong suggestion that TV supports young children’s learning, the study revealed only 43% who thought that educational computer games are important to a child’s intellect. Books, however, far outweighed the educational value over electronic media in the survey. The following blog post highlight’s parents interest for educational support for their child on the net. I have a daughter, aged 4 and, I want to educate her and prepare her for school. What are some online resources available to help me? The response to the parent was the suggested sites. http://www.childdevelopmentinfo.com/ Teaching children mouse control. http://www.bbc.co.uk/schools/websites/pr… http://users.bentonville.k12.ar.us/ohms/… http://www.canteach.ca/elementary/recipe… Responses were plenty with great advice of new and educationally sound websites for their young preschool child. Some lists were even more informative listing over 60 different sites to choose from with the majority containing some form of advertising A recent study into parents perceptions include Eagle (2003), where parental observations of website addresses, had close links to other words, where if misspelled would lead children into ‘objectionable sites’. 103
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