Why Should We Care About Children's Media Use?

American children are heavily exposed to media. Most have television and radio in their homes, and half have a television in their bedrooms. Also widespread are the Internet, video games, cell phones, and iPods. New research from The Future of Children, a collaboration of Princeton University and The Brookings Institution, reviews the best available evidence linking media content and child well-being. Key findings include:

Content matters. More than the type of media platform or even how much time is spent using media, the content is what determines whether the impact is positive or negative.

Media multitasking is at an all-time high. Traditional media-use diaries, in which youth record the time they spend using various forms of media, are no longer useful as youths are often using two, three, or even four forms of media simultaneously. Analysts must develop a new way of conceptualizing media exposure to capture accurately children’s media use and exposure.

Media content designed to promote pro-social behavior does increase social capacities such as altruism, cooperation, and tolerance of others. On the flip side, the content of some entertainment and news programs can instill fear and anxiety in children.

Children and youth use electronic media mainly to better communicate with their offline friends, not with strangers.

Media can enhance healthful behaviors—such as preventing smoking and alcohol and drug use, and promoting physical activity and safe sex—through social marketing campaigns. Some risky behaviors such as aggressive behavior and cigarette and alcohol consumption are
strongly linked to media consumption. Others, such as obesity and sexual activity, are either only
tangentially linked or require additional research before an answer can be given.

Marketing and advertising are influential and integral parts of children’s daily lives and many of the products marketed to children are unhealthful. Young children do not understand that
advertisements are meant to persuade them to purchase goods rather than simply inform them.

Susan Herr