Dynamics of Rater Differences in Assessing the Age Appropriateness of Media Content: A Multilevel Moderated Mediation Analysis

Using data obtained from the Common Sense Media website, this study aimed to examine the dynamics that cause differences in age ratings of media content. The study revealed significant differences in age and likability ratings among the raters. Multilevel moderated mediation modeling also showed that the differences in age ratings between the raters were moderated by three content valence variables (extent of negativity, positivity, and consumerism) and that the mediation effects of likability on the rater differences in age ratings were also moderated by the content valence, particularly the extent of negativity and positivity.