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3 The Current State of Media Research
Pages 8-12

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From page 8...
... . MEASURING USE Current methods for measuring the amount of time spent with media include global time estimates, time diaries, media diaries, experience sampling methods, video or direct observation, and electronic monitoring systems.
From page 9...
... The Arbitron company uses a device called the Portable People Meter, which can detect codes that are embedded in video and audio programming and thus record the viewing and listening patterns of the people carrying them. Both these methods produce the same kind of data that a media diary yields; that is, they do not provide information about the context in which the media use occurs or its relation to other activities in which the participant engages.
From page 10...
... Participants agreed that, given the increasing time children and adolescents spend on these activities, more information and consistent classification codes are necessary for describing the content of and modes of interaction with different sources of electronic and interactive media technologies. MEASURING DEVELOPMENTAL EFFECTS ON YOUNG CHILDREN In addition to the public health effects of media as described in Chapter 2, the meeting participants discussed research on the potential effects of media exposure on very young children, who are the fastest growing segment of media audiences.
From page 11...
... The public health question for him is to find ways to mediate the influences of this exposure on young children, to optimize their exposure in terms of time spent, age of exposure, and content -- rather than hoping to eliminate it. Other participants called attention to the importance of social context in heightening or diminishing certain types of media exposures.
From page 12...
... These analyses of media effects on very young children involve both studies of longitudinal data as well as experimental observations. Christakis described research studies in which he and his colleagues used data from the National Longitudinal Survey of Youth 1979 to investigate the effects of frequent television viewing on cognitive development.

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