The autonomy of children, that’s what matters to me. To help children develop into independent and conscious media consumers, I therefore believe it's important to teach them how to use their own strength and abilities to become more in control over their media-related feelings, thoughts, and behaviors.
Esther Rozendaal is an Associate Professor on persuasive communication in the Behavioural Science Institute at the Radboud University. Her research focuses in large part on how children can be empowered to deal with advertising and media in a responsible, autonomous, and conscious manner. She is the coordinator of the Young Consumers Lab.