Coming Attractions: Parental Mediation Responses to Transgender and Cisgender Film Trailer Content Targeting Adolescents

Adolescents increasingly rely on media for socialization and identity development, and marketing plays a prominent role in this dynamic. Film trailers are one form of advertising that children actively seek out and attend to in their exploration of media. However, little attention has been paid to these advertisements’ gendered narratives and parents’ responses to them. The present study examines parents’ mediation responses to film trailers that promote themes of gender development and are aimed at adolescents. Respondents viewed a trailer that featured either a cisgender or transgender coming-of-age story and responded to cognitive, emotional, and attitudinal survey measures. Results identified both parent and child factors that influence parents’ mediation intentions and support for censorship. Practical implications in parenting, gender development, and marketing are further discussed.