NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ907932
Record Type: Journal
Publication Date: 2010
Pages: 20
Abstractor: As Provided
Reference Count: 32
ISSN: ISSN-1522-7227
Infant-Directed Media: An Analysis of Product Information and Claims
Fenstermacher, Susan K.; Barr, Rachel; Salerno, Katherine; Garcia, Amaya; Shwery, Clay E.; Calvert, Sandra L.; Linebarger, Deborah L.
Infant and Child Development, v19 n6 p557-576 Nov-Dec 2010
Infant DVDs typically have titles and even company names that imply some educational benefit. It is not known whether these educational claims are reflected in actual content. The present study examined this question. Of 686 claims (across 58 programs) listed on packaging, websites and promotional materials, implicit claims were most frequent (37%) followed by uncodable/vague claims (25%), a list of included content (24%), and explicit claims (14%). The most frequently targeted educational domain was general knowledge claim (32%), followed by language/literacy claim (29%), social-emotional claim (15%), physical claim (12%), and cognitive development claim (12%). Number of claims in a domain was positively associated with the percentage of scenes featuring that domain content (Mean r = 0.52), indicating a moderate degree of match between claims and DVD content. Overall, both claims and content were disproportionately targeted to language and general knowledge content areas, relative to social, physical and cognitive domains. Even when claims are developmentally appropriate, there is some difficulty in translating of producer claims into educational DVD content. (Contains 4 tables and 1 figure.)
Wiley-Blackwell. 111 River Street, Hoboken, NJ 07030-5774. Tel: 800-825-7550; Tel: 201-748-6645; Fax: 201-748-6021; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Early Childhood Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A