Parental control against children's digital threats

Introduction

We are currently experiencing a new digital and commercial era, which is swallowing up especially our youngest generation, Generation Z (born after 2000). Their first contact with the online world often occurs already in their mother's womb in the form of publishing the first ultrasound photos to the general public on social networks. After coming into the world, after cutting the natural umbilical cord, they soon acquire a new one in the form of modern devices, whether it is a mobile phone, tablet, laptop, smart watch, etc. with which they are constantly available, day and night - online.

The boundless online world attracts the little ones especially with its color, playfulness, adventure and liveliness, however, not only they, but also the adults themselves are not aware of its adverse, even threatening influences and effects. However, it is not surprising, since today's adults were not born into this new digital world, and despite the fact that they are also more technically proficient, the vast majority do not yet have sufficient knowledge or experience with Internet threats and dangers, and therefore they not only do not accept them, but often simply do not even know them, which would be of primary importance in preventing them.

Despite the fact that the relevant issue of online dangers is very topical and the range of internet risks is constantly increasing, parents and responsible persons pay relatively little attention to it, and it is this regrettable fact that inspired us to focus on individual online risks and the possibilities of prevention against them in the relevant work. We also focused our attention on the contents of online games, with which children are most in contact while being online.

The goal of our work was to offer a brief picture of the most serious risks of the current cyberspace and, with the help of the conducted research, point out the inevitable need to solve the problem of the unfavorable and dangerous relationship between minors and the Internet, mainly with the intention of online games and parental mediation.

Risks of Cyberspace

The virtual world can unconditionally enrich not only the fantasy, but also the real life of minors. It not only offers possibilities and opportunities for flexible thinking, building and getting to know one's personality, trying out new roles1, but also provides diverse resources and materials for learning and education, an opportunity for sharing and exchanging knowledge, experiences, opinions and interests2, improves attention, information and media literacy, problem solving skills, communication skills and visualization3. It is also a suitable tool for simple relaxation from everyday problems and from the daily constant "carousel of life".

However, it must be remembered that the virtual world is increasingly similar to the real world, so like everything in it, it also has a dark side, which represents a huge threat, especially to defenseless minors, who are easy prey for Internet criminals.

Currently, there are countless Internet dangers, and the penetration of the global network into mobile devices only increases their number even more. After a longer study of the issue, we decided that for a clear consideration of the most frequent and serious online risks threatening our children, we will use the classification from the well-known, highly recognized professor, Sonia Livingston, which, despite its "outdatedness", from 2009, is still valid today.

Table no. 1: Classification of online risks 4, 5

Professor S. Livingstonová6 divided online dangers with respect to minors into four basic areas according to their nature: aggressive, sexual, valuable or commercial, and she also oversaw the presentation of the fact that children do not have to be just the recipients of given attacks, but can also actively participate in them, even create them themselves.

Aggressive contents and activities

The global network is filled with various websites, photos, videos, games and commercial content with an aggressive touch (violence, hate, fight, murder, abuse, brutality, etc.) without any restrictions. Children often come across these contents, either accidentally while surfing the Internet or on the basis of a deliberate search. It is not uncommon for young people to search for, share, forward aggressive scenes within the collective, mainly because of the false idea that by taking part in the relevant activities (whether by participating in the dissemination or by creating aggressive content themselves), they will prove their courage, masculinity, and gain recognition, regardless of the safety of themselves and those around them. Relevant ideas and tendencies arise in children not only because of the daily surrounding of given media contents, but also because of easily accessible, increasingly attractive so-called "abnormal", "killing" games with "anti-heroes" 7.

Aggression is also unconditionally present in the so-called cyberbullying, cyberstalking and cybergrooming, which are also widespread among young people, despite the fact that adults and parents themselves often do not want to realize it.

Cyberbullying, i.e. cyberbullying using the Internet, according to available data, is present in around half of the youth, see 8, 9 Cyberstalking, cyberstalking, or "repeated, long-term, systematic and escalating harassment" 10 online, also often occurs among young people, and it often takes the form of an innocent game out of control11, 12. The fact that, according to foreign research, around 15% of school-age respondents have already established contact with a stranger at least once, while 84% of them met them personally. Some respondents of the same research also admitted that they were directly attacked at the given meetings13. The relevant events usually occur through long-term complete manipulation of the victim, the so-called cybergrooming, which usually has the ultimate goal of abusing innocent children, whether in the form of physical attack, rape, coercion to commit a crime, or kidnapping14. Groomers are skilled attackers that are difficult for minors who are not sufficiently prepared for the occurrence of given online threats to avoid and resist.

Aggressive contents may not only be a temporary unpleasant experience, but contact with them can undeniably leave a lifelong psychological and physical mark on children, whether in the form of various disorders, scars or a negative direction for the future.

Online Sexuality

Generation Z tends to "mature" more than previous generations. Today's youth are already fairly thoroughly informed about sex after starting primary school, and they are often already sexually active before finishing school. However, the nature, credibility and reality of the given information is often debatable, as they often come across the given sexual and pornographic content only by accident, e.g. while innocently surfing the Internet, but sometimes they look for them themselves out of natural curiosity, but it must be remembered that the quality of the source of online content is not guaranteed even with any version. Children, and not even the parents themselves, are often unaware of the adverse consequences early contact with the relevant content can have on the subsequent psychological and sexual development of the child, especially in cases where the act itself is portrayed unnaturally, falsely.

Despite the fact that the fight against sexual online content and avoiding it in cyberspace with regard to minors is of primary importance to most parents, as the Internet is clearly overcrowded with such content, few of them are aware of the various types and forms of such content, which is why mediation itself is insufficient towards them. In addition to various direct or indirect sexual content, such as online banners or websites intended for adults, it is necessary to take into account the possibilities of sexual harassment, cyberstalking with a sexual touch, sexting, pedophile attacks, production and distribution of child pornography provided by the Internet.

Online sexual contents, which minors encounter without any restrictions during their stay in cyberspace, can be responsible not only for violating the healthy development of children, but can also become the reason for an increase in the number of suicides, clinical cases and sex criminals15.

Inappropriate values

Since the Internet is a free medium, the creators of its content are the users themselves, who supplement it with content that can adversely affect minors, negatively formulate their attitudes, opinions and behavior. Despite the fact that today's youth in cyberspace move much more skillfully than adults, they do not have enough experience to be able to properly consider the adequacy of shared values, i.e. they can evaluate as true and correct information and seen online activities that have no real basis or are falsified, played, dangerous or harmful. This fact is very threatening, especially when content such as racism, intolerance, extremist movements, discrimination, various sects, addictive, psychoactive and narcotic substances, nutritional supplements (anabolic steroids, weight loss pills, etc.), bulimia, anorexic, self-harming, or suicidal practices are spread and supported online. Although less obvious, various distorted and false data published by lay people are also equally harmful and confusing for children, which can also be a means of deliberate manipulation, abuse and can direct the development of minors in the wrong way16. In order for minors to be able to correctly evaluate and subsequently select the credibility of information available online, it is essential that they develop critical thinking with the help of adults.

Commercial content and unfair marketing practices

Marketing communication and advertising workers are also aware of the unfortunate fact that children are constantly online, who are increasingly turning their attention to the online generation as a target group, i.e. generation Z as a segment of future consumers. In the respective generation, they will still relatively easily abuse their often nefarious online marketing and communication practices of persuasion, to which adults are already "immune" and through which they can still "enforce" the achievement of their commercial goals, which of course are mostly sales and profit, "through" children.

Adults are often no longer even aware of the overcrowding of the online (so-called "full-brand") environment with various promotional contents17, as over time they have developed not only the ability of "banner blindness", i.e. automatic viewing of advertising banners, but also the ability to view and ignore most other online promotion tools. However, this tendency is not characteristic of minors yet, they notice online advertisements, often even before the actual content of the pages, messages, videos, etc. that they have searched for.

Since the Internet is a medium where the general rules of traditional media do not apply, it must be remembered that the promotional content available to children is inappropriate and often disproportionate to their age (with aggressive, erotic, pornographic, racist, gambling, violent content, with the promotion of alcohol, drugs, surgical procedures, unhealthy foods, etc.).

Online marketing communication tools are currently innumerable, as new and newer possibilities for company communication are always added due to the constant development of technology. Among the most popular tools with regard to minors are various websites, blogs, surface ads (banners, pop-up ads, buttons), SEM, SEO, PPC and contextual ads, behavioral ads, viral, e-mail and mobile marketing, social media marketing and advergaming18. All these tools have a tendency to harm the child in their own way, whether in terms of content, message, or placement of the commercial.

From the point of view of the fact that the Internet affects the user more compared to traditional media (due to longer contact time and offers individually tailored to the user, e.g. using cookies), the fact that even the vast majority of direct children's websites contain some form of advertising or commercial links is very remarkable and equally unsatisfying19, 20, 21, 22

In her division, Professor S. Livingstonová also includes those whose aim is to lure personal data from children (either for the benefit of the clients, or for abuse and damage), as well as activities such as illegal downloading, hacking and various gaming and gambling activities by children as actors, in the category of dangerous online commercial content.

In addition to the mentioned areas of Internet dangers, there are of course many others that equally threaten the healthy, psychological or physical development of young people, such as various types of online addictions (addiction to computer games, online trading, information, virtual relationships, gambling, pornography, etc.), to which even the youngest succumb more and more frequently, or dangerous use of social networks (misuse of personal data, falsification of data, misuse of inappropriate photos and videos, etc.), attacks with unsolicited content (malware, phishing, pharming, hoax, etc.) and the like. As one of the most serious issues from the point of view of online risks, we cannot leave out the increasingly common tendency among minors - the loss of relationship with reality and the preference for virtual life at the expense of real life.

Online games and advergaming

It is an undeniable fact that the most natural activity of children is play. Recently conducted research has confirmed that it is no different in cyberspace either, as approximately 90% of minors interviewed play games online, and half of them every day23, 24, 25. Apart from the fact that children spend their free time sitting in front of monitors, or with phones and tablets in their hands, it is also worrying that the choice of games they play is often with insufficient, or often even without, parental supervision. mediation. For this reason, we can't be surprised that they often become interested and subsequently choose games that are not suitable for them in terms of content (aggressive, sexist, vulgar, racist, etc.), and that they focus on advergaming, i.e. games containing advertisements (in-game advertising), or games created directly for the purpose of advertising (advergames).

From the point of view of advergaming, it is very important to realize that minors clearly cannot recognize the purpose of the games in question, and are often unable to distinguish advergams from "classic" online games (e.g., according to a survey by the Media Awareness Network26 of 5,200 children aged 4-11 years, more than ¾ of the respondents cannot distinguish advergames from games without ads; according to research by Wollslager28 from the Neopets.com website, which contains too many advergams, respondents were able to recognize only 23% of them; according to Hanga28's research, only 1 child out of 112 respondents aged 8-10 recognized the advergame "Be Popstar" on the website of Kraft Postopia. As another negative of advergames, we could also mention the fact that the vast majority of them are created by companies offering unhealthy foods with a high content of sugar, salt and fat29, 30, 31, 32, 33, which are dangerous due to the negative impact on a child's healthy diet and the promotion of obesity.

Among the shady sides of online games, we would also include the tendency to build addiction to games, the unauthorized collection of data about children, as well as the implication of inappropriate content (aggressive, erotic, materialistic, gambling, unethical, etc.).

Last year, an interesting research34 in the relevant field was carried out in the country, in which they firstly collected data on currently popular online games among youth aged 10-15 years, and secondly qualitatively analyzed the content of 5 games (Grand Theft Auto, Counter Strike, Call of Duty, Dead Rising, League of Legends), which were most frequently mentioned by the respective recipients, while containing explicit (obvious) in-game advertising. Their results from the questionnaire data collection from the recipients confirmed the information already published by other researchers35, 36 that: the majority, up to 97% of the recipients play online games; 49% of them every or every other day; while 64% of games contained in-game advertising; 29% of advergames and only 7% of games did not contain commercial content. The analysis of selected popular games in which they focused their attention on examining their overall character on the basis of four main categories (aggression, sexuality, values, commerce) chosen identically according to the division mentioned in the previous part by Professor S. Livingston produced surprisingly disturbing, even shocking results. It was found that each analyzed game contained a high level of aggression and an equally high number of inappropriate and harmful values, such as violence, intolerance, blood, bullying, brutal and unethical activities. In the same way, there were commercial contents in every game, but in addition to intentional explicit, there was also implicit (less obvious, hidden) in-game advertising. With regard to content, without exception they contained explicit promotion of their own brand and the brand of their manufacturer, they continued to frequently feature promotions of various video games, electronics, film productions, cars and financial services. Two games (Grand Theft Auto and Dead Rising) regrettably also contained advertisements for unhealthy food products with a high content of sugar, salt and fat, for alcoholic beverages and also for tobacco. Of the five games, three (Grand Theft Auto, Dead Rising, League of Legends) also contained sexual content, from subtle sexual undertones to hard pornographic scenes, which is clearly unacceptable given the age of the players, as in the case of commercials, inappropriate values ​​and aggression.

Based on the obtained data, the author of the research, T. Tóthová37, undeniably stated that the respective games are not appropriate for the age of the children, they are not suitable for them, they are even dangerous. She unequivocally suggested that it would be necessary for the selection of games played by children online to take place together with adults, since children themselves are not yet able to make the right decisions, they do not yet understand the purpose of advergams, and they are also not able to correctly and critically evaluate how inappropriate and dangerous the behavior of heroes in games is unacceptable in the real world.

Despite the fact that the relevant researches produced disturbing results, their contribution lies in them - they draw our attention to the issue of harmful online games freely available to children and highlight the importance of dealing with it.

Mediation in Cyberspace

In the modern world, children's stay in the virtual world is among the current problems not only of parents of minors, but also of educators and teachers. Nowadays, it is necessary to realize that children are not safe sitting in front of a monitor, with a phone or tablet in their hand, or in the comfort of their home or at a school desk. The online world constantly surrounds them inseparable from its dangers and risks.

Despite the fact that the provision of relevant technical devices and the application of parental mediation, both active and restrictive, would be of primary importance in every household with minors, according to the data available so far, their current level is low, insufficient38, 39

Parents do not consider the technical security (installation of various filtering, blocking programs, etc.) of devices against inappropriate contents to which children have access to be essential, although the given step should be the first and before any contact of the child with the Internet40. The level of parental mediation in Slovakia is very unsatisfying - active mediation, which mainly includes interest in online activities, awareness of behavior, conversations and teaching minors about Internet dangers, threats, about the correct use of technical means, appropriate behavior and protection in cyberspace, is applied at home by less than half of the parents on average (according to the results of the survey41 41% of adult recipients), while restrictive mediation includes the establishment of rules of use technical means with access to the Internet, especially related to setting time limits, restrictions and selection of websites visited, rules for establishing new contacts online, prohibitions on providing personal data, sharing inappropriate content, shopping online, opening and downloading unknown files and control is applied by approximately 10-15% more parents than active mediation. The given numbers are undoubtedly very low, regardless of the comparison with foreign studies42, 43, in which the given percentages for both types of mediation reach over 80%.

In order to thoroughly protect their children, parents should always have an up-to-date detailed overview of the issue, be informed of all the risks and dangers, their symptoms as well as the possibilities of avoiding them, and based on this knowledge, they should be able to properly raise their children and ensure their safe stay online.

Teachers of youth should also continue to participate in proper Internet education, not only because they spend most of their time at school, but also because they are often online during classes. In order to ensure the correct direction and overall development of children, we would consider it necessary to introduce media (online) education into the teaching program as a separate subject, in which children would become familiar with real stories of online crime, and where they would learn to navigate properly in cyberspace, recognize an attack and quickly react to potential dangers.

In addition to the parents themselves and the education of child protection online, dedicated state and international organizations, associations and projects providing useful materials and various manuals dealing with the issue and providing advice and assistance should also participate in this (e.g. eSlovensko, o. z. Zodpovedne.sk, Pomoc.sk, Ovce.sk, Bezpečnýinternet.sk).

Conclusion

The effects of the analyzed medium, the Internet, are diverse, they can be undeniably beneficial, but also dangerous, harmful, and it is inevitable that we can recognize them in time and decide which of the given aspects we will support and which we will reduce44.

The intention of our work was to provide brief information about the current issue the Internet and its dangerous contents towards minors. We felt the need to draw attention to the necessity of solving virtual attacks targeting minors and the urgent need to apply protective measures not only by parents, but also by teachers and the state, due to the unsatisfactory results of research carried out so far confirming the neglect of the relevant, yet particularly important issue, which is clearly current in Slovakia as well. Our children undeniably need to be media literate in the modern, technical world and under the necessary supervision of adults in order to guarantee their safety not only in the real world but also in the virtual world.

Authors: Mgr. Györgyi Janková, PhD. Mgr. Tímea Tóthová Project support: The study was supported by a grant and is a partial output of the KEGA projects: 035UKF-4/2015 Socialization and educational functions of marketing communication as a reflection of media culture and UGA III/9/2014 Orthorexia in mass media space. List of references CALVERT, S. 2008. Children as Consumers: Advertising and Marketing. In The Future of Children. ISSN 1054-8289. 2008, vol. 18, no. 1, p. 205 – 234. CULP, J. et al. 2010. Characteristics of Food Industry Web Sites and "Advergames" Targeting Children. In Journal of Nutrition Education and Behavior. ISSN 1499-4046. 2010, vol. 42, no. 3, p. 197-201. DULOVICS, M. 2011. Children and youth as recipients of media content. In Technology of education. ISSN 1335-1202, 2011, vol. 19, no. 4. GREGUSSOVÁ, M. – DROBNÝ, M. 2013. Children in the network: How to protect ourselves and our children on the Internet [online]. Bratislava: Civic Association eSlovensko, 2013. 106 p. [downloaded on: 2013.01.06.] Available on the Internet: http://sheeplive.eu/sites/default/files/fe60a14952205f7624f7ca02b99c53e5 ISBN 978-80-970676-6-3. HANG, H. 2014. Advergames: It´s not child´s play : research report. [online]. UK: University of Bath, 2014. p. 5. [cit. 2015.11.15.] Available on the Internet: http://opus.bath.ac.uk/40437/1/advergames.pdf. HULANOVÁ, L. 2012. Internet crime committed against children. Prague: Triton, 2012. 224 p. ISBN 978-80-7387-5. KOPECKÝ, K. 2010. Stalking and cyberstalking – dangerous pursuits: a study. Olomouc: NET UNIVERSITY, 2010. 14 p. ISBN 978-80-254-7737-3. KRČMÁROVÁ, B. – VACKOVÁ, K. 2012. Children of preschool and younger school age and the Internet. In Children and online risks: collection of studies [online]. Prague: Sdružení Linka Bezpečí, 2012. p. 13-28. [downloaded on 2015.10.15.] Available on the Internet: http://www.pomoc-online.cz/data/articles/down_183.pdf . ISBN 978-80-904920-3-5. LIVINGSTONE, S. – DUERAGER, A. 2012. How can parents support children's internet games? [online] London: The London School of Economics and Political Science (EU Kids Online). 2012. [cit. 2014.03.11.] Available on the Internet: http://eprints.lse.ac.uk/42872/1/How%20can%20parents%20support%20children%E2%80%99s%20internet%20safety%28lsero%29.pdf ISSN 2045-256X. LIVINGSTONE, S. – HADDON, L. 2009. Summary of the EU Kids Online project : final report. [online]. London: London School of Economics and Political Science, 2009. p. 9 [cit. 2015.11.11.] Available on the Internet: [. LIVINGSTONE, S. 2009. Children and the Internet: Great Expectations, Challenging Realities. Cambridge: Polity Press, 2009. 301 p. ISBN 978-0-7456-3194-3. LIVINGSTONE, S. et al. 2012. Risks and safety on the internet: the perspective of European children: full findings and policy implications from the EU Kids Online survey of 9-16 year olds and their parents in 25 countries [online] London: The London School of Economics and Political Science. 2012. [cit. 2014.01.09.] Available on the Internet: http://eprints.lse.ac.uk/33731/1/Risks%20and%20safety%20on%20the%20internet%28lsero%29.pdf NAIRN, A. – DEW, A. 2007. Pop-ups, pop-unders, banners and buttons: The ethics of online advertising to primary school children. In Journal of Direct, Data and Digital Marketing Practice [online]. ISSN 1746-0174. 2007, vol. 9. [cit. 2015.10.10.] Available on the Internet: http://www.palgrave-journals.com/dddmp/journal/v9/n1/full/4350076a.html. PACHNER, J. – ANDROI, A. 2011. Kids in play. In Marketing Magazine. ISSN 1196-4650. Vol. 116, no. 3, p. 26-31. RIDEOUT, V. 2014. Advertising to Children and Teens: Current Practices : research report. report [online]. San Francisco : Common Sense Media, 2014. [cit. 2015.11.15.] Available on the Internet: https://www.commonsensemedia.org/research/advertising-to-children-and-teens-current-practices# . SOONTAE, A. et al. 2014. Children's Advertising Literacy for Advergames: Perception of the Game as Advertising. In Journal of Advertising. ISSN 0091-3367. 2014, vol. 43, no. 1, p. 63 – 72. TARI, A. 2011. From a generation. Budapest: Tericium Kiadó, 2011. 351 p. ISBN 978-963-9633-92-6. TÓTHOVÁ, T. 2014. Dangers of the Internet and alternatives for the protection of minors: bachelor's thesis. Nitra: UKF, 2014. 79 p. TÓTHOVÁ, T. 2016. Online marketing and the child: diploma thesis. Nitra: UKF, 2016. 115 p. VALCKE, M. et al. 2011. Long-term study of safe Internet use of young children. In Computers & Education / An International Journal. ISSN 036-1315. 2011. vol. 57, no. 1, p. 1292-1305. VELŠIČ, M. 2015. Children and parents in cyberspace: research report [online]. Bratislava: Institute for Public Issues and Telekom Foundation, 2015. [cit. 2015.10.10.] 18 p. Available online: http://www.ivo.sk/buxus/docs//publikacie/subory/Deti_a_rodicia_v_kyberpriestore.pdf . WALRAVE, M. – HEIRMAN, W. 2012.

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