A number of scientists have searched various impacts television make over children including increase in aggression, violence, vulgarity, obesity etc. But the aspect and magnitude of impact depends upon the type and amount of use of a certain content of media.
With the emergence of New Television, a wide range of options are available on television for every audience which has increased the trend of exposure time in front of television as compared to past. This has not only affected the routine of elders but intensely younger too.
According to a random survey made in Hayatabad, a posh area in Peshawar Pakistan by student of Journalism and Mass Communication; average children from age 3-12 daily exposure time is between 1-4 hours. It means television is never missed although load shedding is a problem people of Pakistan face in routine life. 1-2 hours is an average time spent by 60% children. 2-4 hours are spent by 30% whereas at least 10% spent more then 4 hours daily.
3-12 is highly sensitive period in development of children. Therefore, it is essential to keep an eye that children spend their day in useful and healthy way. But the magnitude of time spent by different age group concluded by this survey of 150 questionnaires; 24% of 3-6, 63% of 7-6 and 63% of 10-12 age children are much indulges in watching television consistently. This give debate to another important issue that why children are getting chance to spend time on television? Are the elders not paying attention to their children and guiding them for their life pattern? But this will divert the issue.
Two communication scientists Blumler and Kats, Uses and Gratification theory, 1974 states: “Media user seeks out a media source that best fulfills the needs of the user. Uses and gratification assumes that the user has alternate choices to satisfy their need.”
Keeping it in mind, when children are asked, what they like to see, they shared different views. Majority children in this age group like to see cartoons and Urdu dramas whereas English action and Hindi movies are also used for satisfying and gratify their need.
Also, characters of different categories are not only identified but highly appreciated. Children idealize characters and try to copy them in real life too and feel proud of being called as their favorite character. According to this survey, 28% children like male human, 42% like female human characters, 65% like male cartoon and 15% like female cartoons characters.
Besides, each category of character is liked because of some qualities children appraise. This idea is also supported by P. Winch in his theory, Human Action Approach, 1958 that says: “Human behavior can be predicted because people make choices with a purpose about their actions. Behavior is chosen by individual to reach certain goals.”
It is found that children like programs in which they witness fighting (15%) and power (40%), which are obviously in cartoons and action movies whether English or Urdu. Besides, beauty (50%), performance and style (45%) of different characters also influence the everyday appearance of children.
Now the point to this factual case study is that, the situation might not be different in other localities too. Putting emphasis on the thought I mentioned in the start that, the impacts whatever so are, depend upon the exposure time. And study shows that presently the children are spending more time in front of television watching and liking programs that are affecting their minds greatly. Mohsin Maqbool Elahi, in his article; “CHILD’S PLAY: Hula-hoop & pompoms” says, children no more play the games the writer use to play in 60’s or 70’s. In fact after 80’s, the trend of outdoor and indoor games children use to play changed, as they divided that time with television. And by the passage of time, we all witnessed that indoor games are almost vanished from youngsters’ life whereas outdoor games are played officially only by few of age above then 16. Cricket is the only exceptional game which is played by few young ones but as matches between different countries are always available on sport channels, children prefer to watch then instead of playing. Media Dependency theory by Sandra Ball-Rokeach and Melvin DeFleur, 1976 states that: “the more an individual is on the media for having his or her needs fulfilled, the more important the media will be to that person.” And this seems true in course of different studies made on change in activities, behavior and attitude of children in dimension to media effects. Children who go to school, after coming back do not miss any of the programs they like. They daily discuss all episodes and the performance of particular preferred character and enjoy debating on the theme of the program. This thing is noticed by the teachers and the parents during their presence in school or at times sitting among fellows. The children who are not involved much in watching television or lack availability are degraded by their fellows while discussing their hero or heroines. This urges others too to get a way to see television.
It is thought provoking for all of us now that what would be the future of our children if they become addicted to media? Will the physical and mental abilities of children remain sharp? Would they be able to utilize their potential effectively in shaping their lives after growing up?
