Essachess (Jan 2010)
Perspectives on Ten-to-Twelve Years Old Cognitive Processes Stimulated by Media Messages Reception and Attitudinal Changes Resulting from Gaining Media Competence
Abstract
Last four decades’ debate on public’s media competencies has been shifting from the model of passive reception of media messages tackled from a behavioral approach “what media do to people”, to the one favoring the active media reception, built on the functionalist way of evaluating, “what people do with media”. Time and media progresses have made it clearer than ever before that aspects regarding the way media have been “insinuating” in our living rooms, bedrooms and last but not least in our everyday life, is an issue involving the family as an “institution” required by society norms and legislation to have a say in the way viewing rules are built and applied when children are around TV.
