Foreldreskap, nostalgi og forhandling i møte med barns medialiserte hverdag : en tverrfaglig, kvalitativ studie av foreldres opplevelse av barnas medietilgang, med LEGO som metodisk fokus
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This study aims to explore the experiences a group of Norwegian parents have from encounters with their children’s medialized everyday life. As a parent, one has to adapt to and relate to the environments in which the children are a part of. Today this often also means the media or media content that the children are using. In an everchanging media society children’s toys are also getting medialized, and kids are meeting their favourite toys on TV, clothes and on cereal boxes. The Lego Group are having huge success with this kind of marketing and are through it building strong relationships with their costumers. With this study I wish to examine the challenges parents encounter, which part their own memories are playing, and how lego is seen as a part of these challenges. The research question is: How are parents experiencing that the parenthood is challenged by their children’s medialized everyday life? For the study I have conducted qualitative interviews with four mothers and four fathers, from eight different families. The informants were assembled through common acquaintances, with the criteria that they had children at around six or seven years old. The study shows that factors like regulation, expectations, concerns and nostalgia are important factors for parent’s experiences with their children’s media usage. My informants are often driven by their desire to be a good parent. Therefor they regulate their children’s time in front of the screens and try to guide them towards the content they themselves view as high quality. Thereby hopefully protect their kids from potentially harming or otherwise inappropriate content. Another factor that affects parenthood is the informant’s own upbringing. Often they are lead by a desire to carry on own memories, experiences and traditions. A desire the medialization often challenges, which again makes the feeling of ambivalence strong for the parents. The Lego Group is an actor in the marked that parents want to transfer to their children. But at the same time a lot of the ambivalence also is connected to the changes in the Lego Groups strategies, which my informants views as making kids less creative. It appears that the building blocks are seen as too specialized, and the building instructions too limiting, which may weaken the children's creativity. In addition the gender segmentation of the market is seen as negative, especially for the girls who might as well play with the bricks that is promoted to boys.