role+of+media


 * __Analysing Medias effect on children: The role of media in childhood obesity__**

In recent years our society has been increasingly observant of the substantial rise in childhood obesity. The time period in which childhood obesity has seen such an extensive rise (1990-2000) correlates to the same time period in which we observed a major explosion in children related media which includes their television networks, video games and internet websites. Several studies have shown that children spend on average 5 and a half hour a day using media and basically the most time they spend on anything else besides sleeping (Roberts and Foehr, 2004). The staggering fact is that even preschoolers and youths 5 and under spend as much time in media related activities as they do playing outdoors (Rideout, 2003). This decrease in activity level simply relates to the fact that children find technology very intriguing and fascinating which can sometimes result in media addiction and dependence, though it is interesting to note that this dependence is not only specific to young children but old and young alike are very stimulated by this phenomenon.

Child development experts and media researchers have pointed out the cases which can contribute to childhood obesity these entail that the time children spend on media related activities could be spent on physical activity which can substantially lower the risk of childhood obesity. Another influence that can be a large cause of allurement is television advertisements that sway children to make unhealthy and wrong food choices which are high in calories and fat. These include commercials for candy, cereals and fast food restaurants that sometimes use the method of cross promotion between specific food products and famous television characters that encourage buyers into consuming unhealthy foods. Research shows that the majority of ads that are targeted for children are food which in totality equals to an astonishing one food commercial every 5 minutes.

Nonetheless it will be confirming to know that this phenomenon has caught the eye of many alike and as a rule many policies are being undertaken in the coming years with the conjunction of health officials and media gurus. Some networks have implemented the provision of “equal time” on messages about fitness and nutrition that contrast or counteract the food ads on these shows. Others have shown interest in banning or eliminating food product placement in children’s programming and cross promotion tactics. These actions whether voluntary or targeted are supporting the decades long unheard voices of child advocates and policymakers. They aim to combine public education with healthy eating promotions and more physical activity and also incorporate the very crucial message of healthy eating in children programming in all source of outlets.

[] Roberts, D. and Foehr, U. //Kids & Media in America//. (Cambridge, MA: University Press, 2004) Rideout, V. Vanderwater, E and Wartella, E. //Zero to six: electronic media in the lives of Infants, Toddlers and Preschollers//. (Menlo Park, CA: Henry J Kaiser Faimly Foundation, 2003)