When celebrities talk,children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement

Two studies tested the effects of TV ads with celebrity endorsement on the product preference and understanding of 8- to 14-year-old boys. Study 1 compared two ads for a model racer. One had celebrity endorsement (by a famous race driver) and footage of real automobile racing featuring the celebrity (live action); the second had neither feature. Study 2 employed one ad for a different brand of model racer edited to generate a 2 (endorser presence) by 2 (inclusion of live racetrack action) factorial design. A total of 415 boys were exposed to one of the experimental ads or a control ad, embedded in a new animated children's adventure program. Preference for the advertised brand of model racer (pre- and postviewing) and a number of cognitive variables were assessed. Exposure to endorsement led to increased preference for the toy and belief that the celebrity was expert about the toy. Live action led to exaggerated estimates of the physical properties of the toy and the belief that the ad was not staged. The 8- to 10-year-olds associated the glamour of the endorser with the toy and were more reliant on his advice than were 11- to 14-year-olds. However, the two age groups were not differentially affected by the ads. Contrary to the speculation of many researchers, understanding about advertising intent and techniques and cynicism about ads had almost no influence on product preference after viewing.     

Effect of television viewing on social–emotional competence of young Thai children

Exposure time, program content and cultural context may affect the impact of television (TV) on the social–emotional competence (SEC) of children. This study examined the effects of TV viewing on the SEC of Thai infants. The study was based on a Thai birth cohort study from which duration and content of TV viewing and data from the Modified Infant–Toddler Social and Emotional Assessment instrument at 1 and 3 years of age were available. Generalized estimating equations were used to examine whether scores below the 10th national percentile were associated with TV viewing duration. The relationship between viewing duration and SEC risk was quadratic rather than linear. Viewing duration of 30–120 min/day was associated with a decreased risk of low overall SEC compared to non-viewers after adjustments for confounding factors. However, the beneficial effect diminished when the duration exceeded 120 min/day. Viewing educational programs was associated with a risk reduction of having low overall SEC compared to non-educational programs. These results suggest that a short period of TV viewing may be beneficial for the SEC of Thai infants, especially if the programs are educational.     

From blooming,buzzing confusion to media literacy: The early development of television viewing

Television comprehension is a surprisingly demanding task for very young children. Based on a task analysis of television viewing and review of research, we suggest that by 6 months of age, infants can identify objects and people on screen. By 24 months they can comprehend and imitate simple actions contained in single shots and begin to integrate information across shots. Toddlers nevertheless suffer from the video deficit whereby their comprehension is less than from equivalent real life displays. During the preschool years they learn much of the grammar of filmic montage and can comprehend straightforward narrative productions. Essentially adult comprehension appears to be in place by 13 years of age.     

Creative compromise: Syrian television makers between Secularism and Islamism

Dramatic television serials produced in Syria reach vast audiences in the Arab world and beyond, via a growing number of pan-Arab satellite stations owned by wealthy, religiously conservative Gulf Cooperation Council states and citizens. Drama creators must now accommodate new markets and numerous censors. Privatization and the rise of a star system have spurred transformations within the industry that reflect the wider social and political context. The demise of Ba‘th socialism, the failures of nationalism, and the growing strength of Islamism affect both production and consumption of television programs, and transform relations within the industry. This paper explores how the television drama industry both accommodates and resists the Islamist currents that seek to provide alternatives to discredited nationalist and socialist projects.

Adolescents’ Exposure to a Sexualized Media Environment and Their Notions of Women as Sex Objects

This study was designed to investigate whether adolescents’ exposure to a sexualized media environment is associated with stronger beliefs that women are sex objects. More specifically, we studied whether the association between notions of women as sex objects and exposure to sexual content of varied explicitness (i.e., sexually non-explicit, semi-explicit, or explicit) and in different formats (i.e., visual and audio-visual) can be better described as cumulative or as hierarchical. Further, we investigated whether this association was contingent on gender. Based on data from an on-line survey of 745 Dutch adolescents aged 13 to 18, we found that the relationship between exposure to a sexualized media environment and notions of women as sex objects followed a hierarchical pattern: Starting with adolescents’ exposure to sexually semi-explicit content, the statistical significance of the relationship with notions of women as sex objects moved from semi-explicit to explicit sexual content and from visual to audio-visual formats. Exposure to sexually explicit material in on-line movies was the only exposure measure significantly related to beliefs that women are sex objects in the final regression model, in which exposure to other forms of sexual content was controlled. The relationship between exposure to a sexualized media environment and notions of women as sex objects did not differ for girls and boys.     

Maternal Characteristics Associated with Television Viewing Habits of Low-Income Preschool Children

Few studies have examined maternal characteristics associated with heavy or inappropriate television viewing on the part of their children. We investigated the relationship between children’s television viewing habits and maternal depressive symptoms and parenting beliefs. The participants were 175 low income children (mean age = 62.1 months) and their mothers who participated in a larger national study of Early Head Start eligible children. Our sample included families from two predominantly rural sites. Mothers completed a survey about the amount of time their children spend watching television during the week and on the weekend, and the types of programs they watch, as well as questionnaires related to maternal depression and parenting attitudes. According to mothers’ report, most of the young children in our sample exceeded the total viewing time recommended by the American Academy of Pediatrics (maximum 2 h per day), and the majority watched at least some programming designed for adult audiences. Maternal depressive symptoms and beliefs about parenting were associated with heavier viewing on the part of the child, as well as with viewing of age-inappropriate content.     

Childhood obesity stigma: association with television, videogame, and magazine exposure

Although the stigmatization of obesity among children is highly prevalent, its origins and relationship to mass media exposure are largely unknown. Ninety boys and 171 girls aged 10–13 years (mean BMI = 19.84) were asked to rank, in order of liking, 12 figures of peers depicted both with and without various disabilities or obesity, and to rate their attitudes towards the obese child on visual analogue scales. Weekly time spent watching television, watching videogames, and reading magazines on weekdays and weekends was assessed. Total media use, magazine use, and videogame use were significantly correlated with more negative reactions to obese girls and boys. Regression analyses revealed that greater dislike of obese children relative to their non-overweight peers was uniquely predicted by magazine reading time. Thus, media exposure was associated with stigmatizing attitudes towards obese children. Mass media sources may lead children to devalue and stigmatize peers with above-average body weights.     

Links between television exposure and toddler dysregulation: Does culture matter?

Television exposure in early childhood has increased, with concerns raised regarding adverse effects on social-emotional development, and emerging self-regulation in particular. The present study addressed television exposure (i.e., amount of time watching TV) and its associations with toddler behavioral/emotional dysregulation, examining potential differences across 14 cultures. The sample consisted of an average of 60 toddlers from each of the 14 countries from the Joint Effort Toddler Temperament Consortium (JETTC; Gartstein & Putnam, 2018). Analyses were conducted relying on the multi-level modeling framework (MLM), accounting for between- and within-culture variability, and examining the extent to which TV exposure contributions were universal vs. variable across sites. Effects of time watching TV were evaluated in relation to temperament reactivity and regulation, as well as measures of emotional reactivity, attention difficulties, and aggression. Results indicated that more time spent watching TV was associated with higher ratings on Negative Emotionality, emotional reactivity, aggression, and attention problems, as well as lower levels of soothability. However, links between TV exposure and both attention problems and soothability varied significantly between cultures. Taken together, results demonstrate that increased time spent watching television was generally associated with dysregulation, although effects were not consistently uniform, but rather varied as a function of culturally-dependent contextual factors.     

Exposure to media and theory-of-mind development in preschoolers

Exposure to different forms of narrative media may influence children's development of theory-of-mind. Because engagement with fictional narratives provides one with information about the social world, and possibly draws upon theory-of-mind processes during comprehension, exposure to storybooks, movies, and television may influence theory-of-mind development. We examined 4–6 year-olds’ inferred exposure to children's literature, television, and film, using an objective measure that controls for socially desirable responding. Theory-of-mind was assessed using a battery of five tasks. Controlling for age, gender, vocabulary, and parental income, inferred exposure to children's storybooks predicted theory-of-mind abilities. Inferred exposure to children's movies also predicted theory-of-mind development, but inferred exposure to children's television did not.     

A preliminary study on the relationship between characteristics of TV content and delayed speech development in young children

Our previous population survey of 18-month-old children suggested an association between delayed language development and heavy TV viewing. We therefore collected all 85 videos described as children's favorites in that questionnaire to examine relationships between the characteristics of habitually viewed videos and language development. In the language delayed group, compared to the non-delayed group, the types of videos preferred more were “realistic animations” and “baby education” and the characteristics of videos were contained few close-ups of characters facing viewers, continued uninterruptedly between stories, had constant movement or transformation of characters, had a high frame rate of animation, and that adults readily kept on watching the videos even with the sound off. These characteristics were seen more in videos the above two types. These findings imply that habitual television/video viewing with characteristics that are not apt to elicit parent–child communication for long hours may affect delayed language development in young children.