| Abstract: | Public policy attention to numerous issues arising from children's television commercials has resulted in considerable research interest in this area. Most studies have been based on 1) cognitive developmental approaches; 2) survey methods based on parental reports of child viewing; 3) a view of the child as an atomized entity in the viewing environment. This study focuses on interactive episodes of child viewing. Behavior specimens of interactive viewing collected by naturalistic methods are presented illustrating children and parents actively shaping the commercial viewing situation. |
