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More than a child. Parents’ views on the media targeting babies





Children under the age of two see visual media for much of the time, despite the recommendations of the American Academy of Pediatrics (AAP) that children of that age should not be exposed to these media. Children’s DVDs are implicitly and explicitly marketed as educational, highlighting content areas such as forms, numbers, reading skills, colours, foreign language, music and science. Videos for babies are popular, despite limited research evidence on their learning effectiveness. 73 parents of children under the age of two were respondents on the importance of educational and non-educational media targeting babies. The results show that parents generally expect a lot of audiovisual production towards babies. In addition, low-income families and less educated parents have a greater tendency to see such audiovisual production positively because they regard it as a cognitive resource that cannot be obtained otherwise.

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