Media
Victor C. Strasburger
I. Description of the issue. Children and teens spend more time with media than in any other activity except for sleeping—an average of more than 7 hours per day. By the time today’s children and teenagers reach 70 years of age, they will have spent 7-10 years of their lives watching TV alone. The presence of a TV set or an Internet connection in the bedroom increases screen time and the risk of adverse health effects. Despite this, most parents are reluctant to control their children’s media use and are relatively clueless about what media they are using. New media (the Internet, social networking sites, video games) allow teens and preteens to download violent videos, post risqué sexual photographs, send sexual text messages (“sexting”), engage in anonymous bullying behaviors, and even buy prescription drugs, alcohol, and cigarettes.
Despite the Internet and cell phones, TV remains the predominant medium for children and adolescents. Young children are especially vulnerable to the influence of TV. According to the social learning theory, children and adolescents learn from watching their parents and other adults model certain behaviors. Certainly, there are no more attractive role models than those on TV, discussing everything from sex and alcohol to food and careers. TV gives young people secret glimpses into the adult world and serves as a powerful teacher, shaping attitudes and influencing behavior.
New media are important, however. Studies show that a majority of youth have accessed pornography on the Web, and many teens reference their own risky behaviors in their online profiles. Internet bullying occurs, and violence Web sites and pro-Ana (pro-Anorexia Nervosa) Web sites are potentially dangerous. First-person shooter video games desensitize players and can actually teach teens how to shoot a gun.
Super-peer theory states that the media function very much like an especially powerful peer group, particularly when risky behaviors are concerned. TV, movies, and social networking sites often make it seem like that all teenagers are engaging in sexual intercourse, drinking alcohol, and engaging in other risky behaviors.
According to the cultivation effect, heavy media users tend to believe that the media world is real and that people in everyday life should behave accordingly. Media also exert a powerful displacement effect: 3 hours a day spent viewing TV, for example, are 3 hours a day lost from schoolwork, reading, and exercise.
II. Areas of concern. Practitioners should familiarize themselves with the specific areas of concern with regard to TV content.
A. Baby Videos and TV. Studies show the 70% of American infants younger than 2 years currently watch 1-2 hours of TV and videos per day. Yet, there are now seven peer-reviewed studies that document potential language delays, and no studies that document benefit. Early brain development research indicates that babies learn best from interacting with live humans and not inanimate screens.
B. Violence. According to the National TV Violence Study (which examined nearly 10,000 hours of American TV in the mid-1990s), children’s TV is more violent than adults TV. In addition, one quarter of the violent interactions features guns. The average child views 10,000 murders, rapes, and assaults per year on TV. Violence is frequently portrayed either as humorous or as an acceptable solution to a complex problem, particularly for the “good guy.” The notion of justified violence—so prevalent on American TV and movie screens—is perhaps the most powerful reinforcement for aggressive behavior. Scientific studies suggest that a heavy exposure of TV violence may lead to aggressive behavior in certain susceptible children and teens. In one study, for example, children became more violent in their play after TV was introduced into their community. They also exercised less and were less creative in their play. In another remarkable 22-year study, a heavy exposure of violent TV programs aimed at those 8 years or younger correlated significantly with more aggressive behavior at 19 and 30 years of age. Nearly everyone who views media violence is desensitized to real-life violence, and very young children may be frightened by what seems perfectly acceptable to older children or adults.
C. Commercialism. Children view more than 25,000 commercials per year. This is especially problematic for children younger than 8 years, who do not understand the difference between programming and commercials or do not understand that commercials do not always tell the truth. The American economy spends $250 billion a year on advertising— more than twice the amount spent by any other country.
Clearly, advertising works. Children exposed to advertising request more toys, fast food, and junk food. Digital advertising (Internet, cell phones, interactive TV commercials, etc.) will soon become commonplace.
D. Overweight and Eating Disorders. Numerous studies demonstrate a link between the amount of TV viewed and the prevalence of overweight in children. The mechanism remains unclear: TV may (1) displace more active activities, (2) give children and teens unhealthy ideas about nutrition, (3) influence eating patterns and habits, and (4) interfere with sleep. Snack food, fast food, and heavily sugared cereals are most frequently advertised. TV characters rarely engage in nutritious eating practices. The average child or teen sees between 4400 and 7600 food advertisements per year on TV alone. Media are also critical in influencing many young girls’ body self-image. The average American model or movie star is a size 0 or 2 compared with the average American woman who may be a size 12-14. A naturalistic study of Fiji teenagers, before and after the introduction of American TV shows, documented that symptoms of eating disorders increased dramatically within 3 years afterwards.
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