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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 References Davenport,T. Eccles, R. Prusak, L. (1992) Information Politics in Sloan Management Review Fall Davis, j. Subrahmanian, E. Westerberg, A. (2005) Knowledge Management: Conceptual Foundations, Emerging Directions in Knowledge Management. PhysicaVerlag Heidelberg, New York. p. Handy, C. (1995) Trust and the virtual organisation in Harvard Business Review, MayJune, p.p.4050 Heywood, A. (1999) Political Theory, Palgrave. p.72 Hill, S. (1988) The tragedy of technology, Sydney Pluto Press. p.42 McLoughlin, I (1999), Creative Technological Change – The shaping of technology and organisations, Routledge. p. MacKenzie, D and Wajcom, J. The Social Shaping of Technology, Milton Keynes: Open University Press N35+#('S&2M&3"8&N3"*4%#8S&_M&.E^W\1S&Semantic Quirks in Studies of Information : The Study of Information: Interdisciplinary Messages. New York: Wiley, p.p. 641671. Rose, M. (1988). Industrial behaviour: theoretical development since Taylor. Penguin SharePoint 2010 Beta – Overview evaluation guide. Obtained from +66'-oo*+3>%'7$"6V;E;M0$5>7*7D6M570o'>78(56og%"%46*o!I%>I$%Gob3,%*o8%D3(#6M3*'P& Last viewed 27 April 2010 Sholle, D. (2003), What is information, Democracy & New Media, The MIT Press 98
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING Hidden Consumerism: ‘Advergames’ and preschool children. Parents give the thumbs up? By Kathryn Lewis UNIVERSITY OF SYDNEY Abstract This article examines parent perceptions and understanding of preschool children’s use of ‘Advergames’. The paper analyses blog posts of parents to gain a perspective of their underlying believes and values of young children’s game use as well as current literature. ‘Advergame’ websites are becoming a popular phenomenon of social interaction, which are promoted apparently as safe and educationally sound, but in reality are driven by enticing monetized advertising. This study found an overwhelming acceptance of the use of ‘Advergames’ for preschool children by their parents with no indication of concern of the use of monetizing on the sites. Keywords 5+!"%U'(3"&!*+0U'.*+4(3--&U'(3"&!*+0U'%)!"+0(+U'%![+*#%5+4U'&"$+*%(/ Introduction Research on parental acceptance of preschool children’s use of ‘Advergame’ sites as a branded environment on the Internet is limited. This study reports on the perceptions and motivations of parent’s and their preschool child/ren’s use of ‘Advergames’; computer games sites, which have purposely been designed for games playing and social networking. In clearer terms, the sites are supported by advertising, where “ the game is made to promote the brand” (Kretchmer 2005). Blog posts of parents from Yahoo.com and the social website Kidswirl along with supporting literature are used in this ethnographic study on parent perceptions of children and Advergames. It was considered that online blog posts were worth investigation as Gosling & Johnson (2010 p. 5) consider the Internet to provide a rich and diverse source of online behavioural data not easily accessible through normal research channels. This study is also supported by a large empirical study from the American research organisation, the Kaiser Family Foundation in a paper by Rideout & Vandewater (2003), Zero to Six: Electronic media in the lives of infants, toddlers and preschoolers. The survey looked at responses of over one thousand parents involving questions dealing with children from 6 months to 6 years of age who use the Internet. 99
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