Children and Media

In the article, “Children’s preferences for media content” Valkenburg (2002) analyzes the differences in children’s preferences for media. Valkenburg states that children are critical assessors of what they are presented in the media. The research demonstrates that there are several important predictors of children’s preferences of the media which include their age, or developmental level and gender.

The author states that age is an important predictor of how children perceive information in the media. Even in the early stages of childhood, children are constantly processing and making sense of the world around them. However, a 2 year olds perception greatly differs from that of a 7 year old. For instance, Valkenburg notes that preschool and early elementary students struggle differentiating fantasy from reality. Therefore, young children believe that everything they see on television is real such as the characters from a cartoon show. Dora, for example, a popular show for young children is perceived to be “real.” Research also shows that special effects and stunts also affect children and their perceptions. Moreover, younger children do not pay as much attention to what a character does or says, but rather they are much more observant of the “simple, brightly colored visuals and colourful, uncomplicated, non- threatening characters” (Valkenburg, 2002). In addition, young children are much more receptive to the language, music and rhymes. Research demonstrates that when children are interacting with a television program, they will be very responsive if it includes audio visual and kinesthetic elements.

Singer & Singer research shows that older children are much more cynical of television advertisements rather than younger children. However, commercials that gain children’s attention by means of music and humor, all children, regardless of age, react favorably towards them (Singer & Singer, 2001).

As children reach the middle childhood stage, their...