Media Literacy for Generation Alpha
Generation Alpha are commonly referred to those born after 2010. They have been born into a world of seamless technology and are sizeable consumers of digital communications tools. By gaming, watching content, and communicating online, these digital natives are confident users of the internet, and they enjoy engaging with the online world. While appearing expert in using digital communication technologies such as mobile phones, apps and gaming consoles, children’s capacity to recognise the persuasive tactics or selling intent of media messages is still developing. Children remain vulnerable to the harms of the internet, and as they mature into teenagers are still susceptible to the appeal of advertising and fake news. Advertising literacy, the ability to recognise persuasive intent and selling intent, provides a cognitive defence to persuasive marketing appeals and fake news.