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 of Communication and Behavioural Change in the Erasmus School of Social and Behavioural Sciences at the Erasmus University, the Netherlands. 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. In addition to her research and educational activities, Esther focuses on bridging the academy-society divide. With academic partner Moniek Buijzen she initiated Bitescience.com.