뉴미디어 시대, 아동의 영상 이용 조절을 위한 부모의 커뮤니케이션 전략: 미디어 교육 경험과 중재의 역할

This study aimed to investigate the impact of parental media education experience on children's (aged 3-9) online video platform usage in the new media environment, and to examine the mediating role of parental media mediation and the moderating role of parental negative perception of media in this relationship. Utilizing raw data from the '2023 Children's Media Usage Survey' (N=2,675) by the Korea Press Foundation, mediation, moderation, and moderated mediation effects were analyzed using SPSS Macro Process Model. The findings revealed that parental media education experience did not directly affect children's media usage but significantly reduced the level of parental media mediation. Furthermore, parental media mediation was found to reduce children's media usage, confirming its full mediating role between parental media education experience and children's media usage. However, parental negative perception of media did not moderate the relationship between parental media education experience and parental media mediation, and the moderated mediation effect was also not significant. These results suggest the importance of strengthening parents' practical media mediation capabilities for fostering healthy media use habits in children in the new media era, and imply that media education programs can promote parental mediation behaviors regardless of their level of negative perception. This study expands the theoretical discussion on guiding children's media use and provides practical implications for developing effective parent education programs and marketing communication strategies.