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ERIC Number: ED171426
Record Type: RIE
Publication Date: 1979-Mar
Pages: 12
Abstractor: N/A
Reference Count: 0
Preschoolers' Discrimination of Television Programming and Commercials.
Levin, Stephen R.; And Others
This study utilized a recognition procedure to directly assess preschool children's ability to discriminate between programs and commercials in an actual viewing situation. Seventy-two children, equally grouped by sex and age (3, 4, and 5 years) were individually presented with three videotapes. Each tape contained a sample of a 48 ten-second segments of TV programs and commercials; one tape was in a video-only mode, one in audio-only mode and the third in both video and audio. Results indicated that accuracy increased with age, but that even 3-year-olds could discriminate commercials from programs. Errors appeared to be in the direction of misidentifying TV program segments as commercials rather than vice-versa. There were fewer errors for commercials directed at children than for those directed at adults. The effect of mode interacted with age: 4-year-olds discriminated best in the audio-video mode while the 3- and 5-year-olds discriminated equally well in all three modes. The influence of three individual difference characteristics on recognition abilities was additionally investigated: age, children's intellectual skills, the Peabody Picture Vocabulary Test, and parents' estimates of children's exposure to television. Age and PPVT scores were positively correlated with discrimination scores, but TV exposure was negatively correlated with discrimination scores. (Author/SS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Biennial Meeting of the Society for Research in Child Development (San Francisco, California, March 15-18, 1979)