ABSTRACT
Television is the most powerful medium of communication ever devised. Television programs hold the attention of the young using lively and colorful cartoons with unusual sound effects and attention-getting formal features. Advertisements the world over use these same techniques. The future research on the effects of television will focus more on values than on attitudes or behaviors. Values are more difficult to analyze than attitudes or behaviors, but they may prove to have a deeper influence. Most of the psychological research has been on rational cognitions, but the future will focus more on the irrational, the feeling part of the mind. This book focuses on network television, and discusses the few excellent programs designed for children and available from the public broadcasting system (PBS). Two of the best of these "educational" television programs are "Sesame Street" and "Mister Rogers' Neighborhood".
