‘Alexa, Adv(ert)ise us!’

Abstract

Digital assistants increasingly infiltrate the world of children. The way they function reminds us somewhat of playmates, nannies and tutors. So far, educators have only marginally dealt with this new media phenomenon, yet the use of smart speakers by young people offers many opportunities as well as challenges. These are elaborated in this article and classified in terms of media education. Firstly, we will address a definition of smart speakers and digital speech assistants, and then examine their use by means of usage data. We will then concentrate on examining the extent to which these smart technologies play a role in the environments of young people. What forms of advertising are there? What data do digital assistants collect? And finally, how can parents, educators and companies ensure that smart technologies are used in a child-friendly manner that complies with data protection regulations? Our aim is to nudge the phenomenon of smart speakers and speech assistants into the media-pedagogical focus. Dealing with the specific characteristics of smart speakers requires a high degree of (child) user competence. As we will show in the conclusion, there are further pedagogically beneficial approaches from the point of view of promoting advertising literacy.

Keywords

• smart speaker
• advertising literacy
• alexa
• siri
• google assistant
• voice assistants
• ininteractive voice advertising
• parasocial interactionism
• big data
• culture sciences
• communication sciences
• digital assistent
• smart
• consumer research
• media literacy