Dziecko i media : reklama w życiu dziecka

Abstract

The article presents the impact of television as a powerful medium upon the development of children and the youth. General access to television expressed by a child having their own tv set in their room, by the possibility to view a broad variety of channels and to easily switch from one channel to another makes researchers move their interests towards learning more about both developing and dangerous functions of the medium. Television delivers fresh information in an attractive form, provides models of social behaviour, educationally influences cognitive competence, compensates for lack of cultural and educational environment as well as is a source of entertainment On the other hand, it proposes models of inappropriate behaviour, leads one to losing his/her sense of reality, and persuades to lead a consumption lifestyle. Many a critical remarks are directed towards advertising. Research clearly shows that, in his contact with the medium, the child must not be left alone: a wise and open-minded adult should help the child in mastering the art of watching television.