Auszug
Eine eigene Studie zeigte, dass bereits die fünfjährigen Kinder sehr schnell Kinderwerbeclips von Kinderfilmen zu unterscheiden vermögen (vgl. Nieding, Ohler, Bodeck und Werchan, 2006). Wenn auch nur rund zwei Drittel aller Unterscheidungen in diesem Alter bereits richtig vorgenommen wurden, so liegt dieser Wert dennoch signifikant über dem Zufallsniveau. Im Schnitt benötigen die Fünfjährigen nur 1,45 Sekunden, um eine richtige Unterscheidung zu treffen. Bei achtjährigen Kindern steigt dieser Wert noch bedeutsam an (91% richtige Zuordnungen) und sie benötigen im Schnitt nur ca. eine Sekunde, um einen beliebig gewählten Ausschnitt richtig als Kinderprogramm oder Werbeclip einzuschätzen. Achtjährige Kinder sind also dazu in der Lage, die typischen Stilmittel von Kinderwerbefilmen äußerst schnell zu erkennen. Diese Befundlage spricht dafür, dass achtjährige Kinder nicht unbedingt die vom Gesetzgeber geforderten Markierungen zwischen Kinderprogramm und Werbung (Seperatoren) benötigen. Kinder erwerben zwischen vier und acht Jahren die Medienkompetenz zu einer wahrnehmungsnahen Genrediskrimination.
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Nieding, G., Ohler, P. (2008). Mediennutzung und Medienwirkung bei Kindern und Jugendlichen. In: Batinic, B., Appel, M. (eds) Medienpsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-46899-8_16
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