ABSTRACT
In the next few chapters we turn our attention to television’s influences upon children as they grow up and learn the ways of the world. Children have to learn how to behave in different social situations. Society requires its citizens to follow certain norms or conventions and to adopt appropriate and accepted social roles. In other words, as they grow and develop, children become socialised. During the early years of their lives, children are required to (and do) learn an enormous amount about living in the world with other people. Much of this learning comes from watching and listening to parents, brothers and sisters, peer groups, teachers and other adults. Today, however, television is another prevalent potential source of social learning. Characters on television can provide role models whom children may strive to emulate. Even if they do not directly copy their favourite characters, children may acquire certain values, attitudes or rules from them. A fundamental question about television, therefore, is whether it contributes to children’s social development and to their learning of social roles and conventions.
