Abstract

The Internet is the leading medium for information and entertainment among young people. This study analyses whether parental attitude towards the Internet exposure time (IET), and the type of mediation used, is influential. It also analyses which variables influence the form of mediation concerning IET. We contrast that a different attitude towards its nature (as a source of information or persuasion) has no influence on IET, and is what provokes a more restrictive mediation. Also, those who have more knowledge of the Internet show a greater tendency towards an evaluative mediation. We present a series of ecommendations for the Public Administration, parents and companies, highlighting the importance of increasing knowledge of the Internet and adopting a socially responsible corporate marketing.