IMPACT OF MEDIA ON CHILDREN

Group Members: Bikash Majumdar | Debasmita Bhowmick | Pallavi

Kejriwal

The Idea / Trigger

The story of the three generations: My mother, I
and my younger sister

Management Dilemma

How does Media impact

Children?

Media

Research Objectives
The explosion of media channels
accessible to children today has
resulted in the birth of a new media
junkie generation whereby
consumption of all types of media
(both traditional and new) forms a
central part of their lives.
The main objectives of this research
is to observe Childrens perception
of the Media they are exposed to
and their behavioral influence, if any.

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MANAGEMENT QUESTION HIERARCHY

RESEARCH QUESTION
A. What are the impacts of media on children?
B. Which media has the highest impact on
children & on what
grounds?
C. How can harmful impact be transformed into
benefits?
D. What are the other factors that can affect the
impact of Media on Children?

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Investigative Questions (A)

Investigative Questions (C)

A1.What kind of Media are Children exposed to?

A2. Does Media have a positive impact on
children?
A3. Is there also a Negative impact of Media on
children?
A4. Are these impacts visible and measureable?
A5. What proportion of children gain benefit or
are adversely affected?

C1. Quantifying the harmful impacts

C2. What areas are these harmful impacts
affecting the most?
C3. Can parents control such harmful
effects?
C4. Can other motivational factors
(Barriers) help to reduce the harmful
effects?
C5. What are they?

Investigative Questions (B)

Investigative Questions (D)

B1.Are different age group of children

affected by media differently?
B2. What kind of Media content is
targeted to Children?
B3. Which Media are Children most
exposed to? In terms of time spent on
each.
B4. What aspects of the Childhood is
affected by Media?
B5. Which is affected the most? Positively
or Negatively?

D1. What are the factors that influence

the preference and use of media?
D2. Does Media impact the Psychology of
Children?
D3. Is this impact different for different
age brackets?
D4. Can parents and peers play a role in
the kind of impact Media can have on
children?

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VARIABLE DEFINITION

Independent
Variable

Dependent
Variable
In our Research the Dependent Variable is Children.
However it is important to have an Operational Definition
of the same in order to get a clear picture. We thus define
Children as those who fall in the bracket of 2 to 18 years.
This can further be classified as follows:
2-6 yrs
-- Infants
6-11 yrs
-- Adolescence
12-15 yrs -- Lower Teens
16-18 yrs -- Teens

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Moderating Variables
School Timings
Availability of Media
Outside Trends
Consumer Behavior Variables like Psychology, Perception,
etc

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LITERATURE REVIEW

Kids & Media ( Racheal Cooke)

The Bedroom Culture phenomenon has
fuelled the expansion of media channels
Leisure has shifted its focus from outdoors
to indoors and from active to passive
activities
Children can communicate outside their
traditional peer network and migrate towards a
more globalised culture
Media entertainment provides a useful and
welcome means of escapism from the harsh
reality
Children, Media and Consumption (Birgitte Tufte)

In some families electronic media are a

topic of conversation or a forum for
interaction between children and adults,
whereas in other families they are just
another feature of day to- day life.
Television is the medium that occupies
the most central role in family life. How
people use television is a key to how they
go about their lives, day-to-day.
Cell phones are largely the younger
generations medium. Use of cell
phones is an expression of a new culture
of conversation
On one hand, we found that internet
access changes patterns of
interaction and activity in the family;
it also alters the relations between

Children and Media (Sachiko Muto)

In multiple-set households up to 85%
of time spent by children in front of the
television takes place when parents are
not in the room.
Childrens exposure to media and
advertising has raised a number of
legitimate societal concerns.
Television at its worst can expose young
children to sex, violence and bad
language; it can promote gender
stereotypes and communicate
commercial messages that can be
interpreted as challenging parental
authority.
With the wealth of information available
online, the internet can literally offer

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Computer as a Threat or an Opportunity for Development of

Children (Beata Hoffmann)
) The interest in media begins in childhood through watching cartoons
and movies shown on television, played by audiovisual equipment as well as
acquired from the internet.
The use of the computer enables to widen the scope of exercises
introduction of playful elements, makes them more attractive to children.
Undoubtedly there are benefits of using a computer, you cannot forget
about many dangers, among which a risk of addiction, inability to function
in the real world or entering into risky relations are becoming more and more
common.
These dangers refer to a greater degree to children as their ability to
control their behavior has not yet been developed.
Children's usage of media
Is the Internet hurting children?
technologies and psychosocial
(Article in CNN)
factors
This study charts the access to and use
of several media technologies among 825
Norwegian schoolchildren between 10
and 12 years of age.
It found that children engage with
different kind of media activities and
some of these are significantly related to
psychosocial factors.
Finally, there was a relationship between
experienced parental monitoring and
utility usage of media technology

The explosive growth of social media,

Smartphone and digital devices is
transforming our kids' lives, in school and
at home. Research tells us that even the
youngest of our children are migrating
online, using tablets.
By the time they're 2 years old, more
than 90% of all American children have
an online history. At 5, more than 50%
regularly interact with a computer or
tablet device, and by 7 or 8, many kids
regularly play video games.

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Bibliography
Links of the Various Literature Survey Sources:
Emerald Insight:
Kids and Media by Rachel Cooke
http://dx.doi.org/10.1108/17473610210813592
Children, media and consumption by Birgitte Tufte
http://dx.doi.org/10.1108/17473610410814085
Children and media by Sachiko Muto
http://dx.doi.org/10.1108/17473610510814408
Science Direct / JGate :
Computer as a Threat or an Opportunity for Development of Children by Beata
Hoffmann
http://www.sciencedirect.com/science/article/pii/S187704281404734X
Sage :
Children's usage of media technologies and psychosocial factors by Jan Heim, Petter
Bae Brandtzg, Birgit Hertzberg Kaare, Tor Endestad, Leila Torgersen
http://nms.sagepub.com/content/9/3/425.abstract
Article:
Is the Internet hurting children? (Article in CNN)
http://www.cnn.com/2012/05/21/opinion/clinton-steyer-internet-kids

THANK YOU