This presentation refers to results of a current research project, which focusses on the relation of adolescents (12-15 years) and online advertising. The overall aim is to reconstruct existing variety of perspectives and subjective relevance of adolescents with regard to online advertising. These varying perspectives and relevance are used as a starting point to develop differentiated media pedagogical concepts and teaching resources in order to develop online advertising as a subject matter in formal and non-formal educational settings.

The project consists of the following parts: (a) the description of current transformation within the field of online advertising (smartphone apps, video portals, social networks; big data); (b) the reconstruction of the current state of research concerning the relation of adolescents and online-advertising and (c) the empirical analysis of experiences, attitudes, opinions and relevance of online-advertising from the perspective of adolescents. Based on a-c, concepts are developed (d) to address the field of online advertising in a differentiated way in formal and non-formal pedagogical settings.

Our presentation is based on empirical research (open, unstructured interviews with adolescents (12-15 years) conducted in Germany in 2016 and 2017) and gives a structured review of the variety of existing experiences, attitudes, opinions and relevance of adolescents concerning online advertising.

Based on these results, we discuss resulting challenges for media education in formal and non-formal settings in theory and practice. By this, the results of our project are embedded and discussed in a wider context of national (e.g. Grimm et al. 2014; Dreyer et al. 2014; Brüggen et al. 2014) and international research (e.g. Clark, Svanaes 2012; Jenkins et al. 2009; Livingstone, Helsper 2006; Ofcom 2014).

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