In Pursuit of Quality TV Program for Young Children: What Are the Criteria in View of Its Audience?

Conference: The Asian Conference on Education (ACE2022)
Title: In Pursuit of Quality TV Program for Young Children: What Are the Criteria in View of Its Audience?
Stream: Interdisciplinary, Multidisciplinary & Transdisciplinary Education
Presentation Type: Oral Presentation
Authors:
Chanansara Oranop na Ayutthaya, National Institute of Development Administration, Thailand
Sasithon Yuwakosol, Srinakharinwirot University, Thailand

Abstract:

The impact of media on young children, especially television, has been concerned. Parents are looking for suitable media with high quality, thus criteria of quality TV program for young children are essential for parents to maximize the benefits in developing their children’s learning. The research entitled ‘Media Quality Rating’ aimed to develop indexes and systems to measure the quality of TV programs for young children by using factor analysis technique. Then, the project assessed exposure, perception, and opinion of media audience towards two selected programs accordingly. The Quality rating criteria of TV program for young children included three dimensions as follows: 1) the format and content dimension consisting of six attributes (standard and ethics of content presentation; promotion of thinking skill and inspiration; promotion of learning, capability, and life skill; participation of children, youths, and family members; compatibility between content and target audience; promotion of social values and cultures in compliance with the program’s objectives); 2) the moderator dimension consisting of three attributes (professionalism; attitudes, carefulness, and human relations skill; communication, expression, and personality); 3) the presentation technique dimension consisting of two attributes (picture, sound, and activity technique; production and presentation technique). Surveying 665 target audiences including young children and parents (13 years above) on the quality of two television programs for young children, it is found that both programs passed the quality rating criteria (average score of above 2.61). The system should be used as a tool to enhance media literacy among children and their parents.

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