Children, media, and methodology

Media effect studies on children have focused on time spent with media relative to some outcome. We argue that researchers should examine quantity as the sole measure of media input only when it is of theoretical significance. In most circumstances media content and form are more important than time spent. A media diet metaphor is proposed as an alternative approach that includes both amount of exposure and program content across media platforms. Quantity is relevant primarily for hypotheses that concern time displacement (such as TV viewing displacing physical exercise) or other medium-general effects. In addition, technological advances have not yet been exploited that can allow new methodologies for studying media use and impact. As examples, eye tracking and magnetic resonance imaging are discussed to illustrate how new approaches can provide researchers with opportunities to ask different questions and to provide new perspectives on old questions. Keywords: children; media; methodology; television viewing; eye tracking; fMRI