ERIC Number: ED174996
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Children's Interactional Experience with Television Advertising as an Index of Viewing Sophistication: A Symbolic Interactionist Study.
Reid, Leonard N.; Frazer, Charles F.
After seven judges had ranked 30 families for observed parental consumer teaching orientations and family television viewing habits, one family was selected for each cell of a 3X3 factorial design for age of children (3 to 5, 6 to 8, 9 to 11) and family consumer teaching orientation (high, moderate, low). These nine family groups were observed over three months in family group viewing situations. The observational records supported the view that children, including preschoolers, are potentially sophisticated viewers, able to deal with television advertising and affected by the family group's particular consumer-related skills and knowledge. The findings challenged the view that a child's ability to understand television advertising is determined at age-graded stages of cognitive development. As skilled interactants at early ages, children identify and define the nature of television commercials in relation to consumer-related levels of interaction with parents, make demands and requests of parents and others in relation to the character of viewing situations, seek out information about commercial content and other social events, plan future social actions toward and through television commercials, and negotiate various joint acts with others while situated in front of the family television set. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)