Media- an intervening means thru which a force acts or an effect is produced

mass media- refers to a form of communication where large audiences quickly receive a given message via an impersonal medium

mass media are shapers (in that their form & content affect us in some way--ie; influence the products we buy), spreaders (in that they extend our capacity as humans to process info & by such transform using some say--ie; enhance our ability to multitask), and transformers (in that new media create new environments as well as new ways of looking at existing environments--ie; digital technology)

outcomes of mass media outcomes are difficult to measure b/c many variables: 1. child variables (age, cognitive ability, gender, social experience, & psychological needs); 2. family variables (economics, time, alternative leisure activities are pursued, mediation & supervision given); 3. bidirectional variables (computer knowledge--can he download software himself), how media experience changes the child,--"It is not what the media does to people but what people do with the media"

how much time is being spent vs what other activities are displaced

improved quality of digitized media, ability to record TV shows, capacity for streaming, content changes as well, more shows geared toward children & teens, closed captions for hearing impaired, different languages now, visible non-traditional relationships, reality TV becoming more popular, ability to comment via blogs on shows, & subtle advertisements within shows

TV, movies affect culture: changes in sleep patterns, meal arrangements, use of leisure time, & conversation patterns

socialization concerns about screen media include socioemotional development & relationships, physical development & health, psychological development & behavior, cognitive development & achievement, & moral development & values.

many theories regarding how screen media influences children p 339

community's linkage to media thru broadcast Television has been to developed alternatives

school's linkage is to teach critical viewing skills as well as use educational programs in the classroom

family's linkage is to help children develop critical skills, to set limits, and to co-view w/ children whenever possible

the development of the neural network is use dependent. Emotion is key, b/c it drives behavior, is also a major determinant of what we remember & an essential ingredient of attitude and motivates us to act.

As you read to children, they are developing incredible power of imagination & forming neural networks to support imagination and later creativity.

goal of TV is not to teach but to deliver advertisements--so it needs to keep you watching. Best way to do that is with emotional jolt--that gets our attention. also technical tricks get and keep our attention--like--special effects, pacing, animation, music, edits, camera angels, graphics, color, volume, and lighting.