Media Impact
AEE 440
Philosophical Direction
Technology is more than machines -- it
is a way of thinking
 Discourse in the classroom is focused
more on “how to” than “why”
 McLuhan said that “the medium is the
message”
 New media often generates their own
market - need to exist

New Media Change Social Values
Objectives of the technology are
imbedded within the technology
 Computer speed is influencing how
people define intelligence (response
speed)

Impact of technology on teaching and learning: Social, cultural and political
perspectives
TV Impact on Learning
Easily reinforced
 Attractive/seductive information source
 Models are effective and interesting
 Unconscious effort of viewers

Media Education
American Academy of pediatrics (AAP)
Committee on Public Education
Media Youth Education

Media represents both advantages and
health risk for children
 The average child in the US spends >21
hours per week watching TV
 This does not include time on the Internet,
video & computer games, watching movies
 Time with media displaces creative, active, &
social events
Aggressive Behavior

More than 1000 studies concluded that
exposure to media violence increases risk of
aggressive youth behavior

News reports of bombings, natural disasters,
and violent crimes can traumatize young
children
Some Media Statistics
By the age 18 -- average US child will
have viewed 200,000 acts of violence
on TV
 On average 20-25 acts of violence are
shown on Saturday morning cartoons
 Media violence is especially damaging
to children under age 8 - can’t
determine fact from fiction

Sexual Content
Average child is exposed to 14,000
sexual references per year
 Few deal with responsible sexual
behavior

- such as birth control or abstinence
Tobacco & Alcohol
Tobacco companies spend $6 billion a
year promoting
 Alcohol companies spend $2 Billion
 Leading movie characters promote the
use of both alcohol and tobacco
products on screen

Nutrition
Increased use of TV has led to a
sedentary youth population
 Obesity in youth and childhood diabetes
is growing phenomenon this country

Positive Impact of Media Campaign

Thirteen weeks after the start of antidrug campaign
Youth were more aware
 Drugs seem scary to youth
 Thought about health effects of drugs
 Helpful to non-users
 Media has less impact than peers

How TV Violence Misleads Youth
Violence is often rewarded and seldom
has negative consequences
 Violence is everywhere
 Violence is justified
 Violence is funny
 Violence is pleasurable

Which Young people are
susceptible to media violence?
If youth identify with one of the
characters
 Interpreting what they see as realistic
 Personal fascination about the
characters on a violent show.

Media Education
An educated public has the ability to
interpret and determine the purpose of
the message
 Educated public can make educated
decisions regarding media selection
 Educated public allows for positive and
prosocial exploration of media uses

A Media-educated Person
Understands Media Messages:
Are all constructed
 Shape our understanding of the world
 Individuals interpret media messages
uniquely
 Powerful economic implications

A Media-educated Person
Will limit use of media
 Make positive media choices
 Select creative alternatives to media
consumption
 Develop critical thinking and viewing
skills
 Understand the social, economic and
emotional implications

Media Education Helps Students:
Become less vulnerable to negative
aspects of media
 Evaluate content more critically
 Change intentions to drink

Pediatricians Should
Encourage parents to select appropriate
programs for youth
 Co-view and discuss content
 Limit media time
 Be good role models
 Emphasize alternative activities
 Create electronic free zone in children’s
rooms

More Recommendations AAP





Urge parents to avoid TV for children under
age of 2
Pediatricians should not use TV in waiting
rooms
Pediatricians should alert and educate
parents, school officials, other professionals
Pediatricians should encourage state and
federal officials to develop media education
programs
Pediatricians help to increase funding for
media education research
What impact does media have
on you as a…. ?
Consumer?
 Parent?
 Learner
 Employee/employer
 Your project?

References

http://www.4children.org/news/1-97toxl.htm
 http://www.aap.org/advocacy/childhealthmonth/m
edia.htm
 http://www.4children.org/news/1-97toxl.htm
 http://www.mediacampaign.org/newsletter/fall98/
update17.html