THE EFFECT OF MATERNAL COMMUNICATION PATTERNS ON MOTHER’S ATTITUDE TOWARD ADVERTISING, MOTHER’S MEDIATION BEHAVIOURS

Resi , Permanasari (2013) THE EFFECT OF MATERNAL COMMUNICATION PATTERNS ON MOTHER’S ATTITUDE TOWARD ADVERTISING, MOTHER’S MEDIATION BEHAVIOURS. In: Bangkok International Conference on Social Science .

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Abstract

`This research aim to identify the effect of maternal communication pattern on mothers attitude toward advertising, mother’s mediation behaviours toward children with television. Maternal communication pattern as independent variable, mother’s attitude toward advertising, mother’s mediation behaviours toward children with television as dependent variables. Mothers who has children at 3-7 years old in Yogyakarta was used as sample in this research. The result show that there is different effect of attitude toward advertising, coviewing and discussion about TV advertising and also control of TV viewing among leissez faire, pluralistic, concensual and protective maternal communication pattern. Protective mothers tend to have more negative attitude toward advertising than others family communication pattern. Pluralistic and Concensual mothers tend to have more frequently time to coviewing and discuss about content of TV advertising than others family communication pattern.

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