ABSTRACT
This chapter focuses on the mounting evidence that suggests unfettered and unconsidered access to digital media can create problems for young people, their parents and society at large. One of the significant measures of social change is how some things are portrayed in advertisements. There is enormous social pressure to see digital use at a young age as normal with apps and programs, films and audio targeted at very young children or, at their parents with the implication that you are doing yourself and your child a favour by using them. Researchers suggest too much screen time is detrimental to children's psychological health and neurological development. Using digital technology, especially access to the internet and social media, has led to a rise in multitasking. As teenagers we probably argued with parents that we could do our homework or revision better with music blaring or the television on.
