Purpose – The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites. Design/methodology/approach – In 2004‐2005 a survey was...

Purpose – The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of judgment children used to determine whether commercials...

Purpose – The purpose of the paper is to explore children's perceptions of material possessions in Hong Kong using drawing and open‐ended questions. Design/methodology/approach – A total of 42 Chinese children aged 6‐12 were asked to draw what comes to their minds for two statements:...

Purpose – The present study aims to examine girls' perception of gender roles and gender identities in Hong Kong. Design/methodology/approach – A total of 16 girls aged 10 to 12 were asked to take pictures from the media that could illustrate “what girls or women should or should not be; and...