数字食品广告曝光和学龄儿童的感知:哈萨克斯坦的一项混合方法研究
Svetlana Rogova1, Olga Plotnikova2, Marat Kalishev1
1School of Public Health, Karaganda Medical University, Karaganda, Kazakhstan.
Frontiers in public health
|February 6, 2026
概括
哈萨克斯坦的儿童和青少年在社交媒体,特别是TikTok上看到许多食品广告. 年长的青少年,尽管很关键,可能会受到经常暴露在糖饮料和快餐广告的影响.
科学领域:
- 公共卫生 公共卫生
- 媒体研究 媒体研究
- 儿童发展 儿童发展
背景情况:
- 像YouTube,TikTok和Instagram这样的数字媒体平台使儿童和青少年经常接触到食品广告.
- 这种暴露可能会显著影响他们的饮食态度和食物选择.
- 了解这些感知和暴露模式对于公共卫生干预至关重要.
研究的目的:
- 为了检查卡拉干达,哈萨克斯坦的学龄儿童如何在受欢迎的社交媒体平台上感知食品广告.
- 分析食物广告的曝光模式是如何根据年龄组 (7-10,11-14,15-17岁) 不同的.
- 调查年龄,社交媒体食品广告曝光和潜在的饮食影响之间的关系.
主要方法:
- 一种混合方法的方法,结合了为期三天的食品广告日记和半结构面试.
- 使用ANOVA,克鲁斯卡尔-瓦利斯,奇平方测试和后勤回归,对日记数据进行定量分析.
- 对采访数据进行定性主题分析,以了解儿童的观看习惯和对广告的反应.
主要成果:
- 早期青少年 (11-14岁) 遭遇的每日平均食品广告数量最高 (14.4),其次是年长的青少年 (15-17岁,13.8),以及年轻的儿童 (7-10岁,6岁).
- TikTok是食品广告曝光的主要来源,其次是Instagram,然后是YouTube,含糖饮料和快餐是广告最多的产品类别.
- 年轻的孩子认为广告有趣,11-14岁的孩子有不同的反应,包括刺激,年长的青少年 (15-17岁) 显示出批判意识,但拥有更大的购买自主权.
结论:
- 社交媒体食品广告在哈萨克斯坦儿童,特别是早期青少年中普遍存在,TikTok和Instagram是主要的平台.
- 高热量产品如含糖饮料和快餐经常被广告,可能会影响更年长的青少年拥有更大的自主权.
- 提高学龄儿童的媒体素养和批判性思维能力对于公共卫生至关重要,以减轻数字食品营销对饮食行为的影响.
关键词:
哈萨克斯坦 哈萨克斯坦 哈萨克斯坦在这里,我们可以看到TikTok,TikTok,TikTok.青少年 青少年 青少年孩子们的孩子们的孩子们的孩子们.饮食行为 饮食行为数字数字数字数字数字数字数字.食品广告 食品广告 食品广告社交媒体 社交媒体更多相关视频
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