Product-based television and young children's pretend play in Australia

Fletcher, Renee and Nielsen, Mark (2012) Product-based television and young children's pretend play in Australia. Journal of Children and Media, 6 1: 5-17. doi:10.1080/17482798.2011.633397

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Author Fletcher, Renee
Nielsen, Mark
Title Product-based television and young children's pretend play in Australia
Journal name Journal of Children and Media   Check publisher's open access policy
ISSN 1748-2798
Publication date 2012-02
Sub-type Article (original research)
DOI 10.1080/17482798.2011.633397
Open Access Status
Volume 6
Issue 1
Start page 5
End page 17
Total pages 13
Place of publication Oxon, United Kingdom
Publisher Routledge
Collection year 2013
Language eng
Abstract Product-based television refers to programming that implicitly promotes toys to children in the guise of a television show. The aim of the present study was to examine how exposure to such programs might impact on one of the most important domains of young children's development: pretend play. Thirty-six preschoolers in Australia watched 1 of 3 different types of television program (product-based with action-adventure themes; product-based with educational themes; or non-product-based) and were given a range of product-based and non-product-based toys to play with. Contrary to expectation, program type had minimal impact on the overall frequency of pretend play children engaged in. However, compared to educational product-based programs and non-product-based programs, children who watched action-adventure product-based programs exhibited significantly less acts of novel pretense and significantly more acts of imitative pretense. Findings such as this are critical to the ongoing debate surrounding the regulation of television content aimed at children.
Keyword Children
Pretend play
Product-based television
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
School of Psychology Publications
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Created: Fri, 12 Apr 2013, 16:55:13 EST by Mrs Alison Pike on behalf of School of Psychology