The new media consume among children.

Abstract

The impact of new technologies on everyday life is manifested in all its compartments. Mass media is one of the areas that impact has a specific size, in particular by the emergence of the Internet. New media have a new audience, made in a growing range of children. This study tried to measure the impact of these new media to the Romania children, to indentify both a state of fact and dynamic of new media insertions in the everyday universe of childhood. Conducted in 2004 and 2007, the study surprised the structural changes occurring in households with children in Romania as regards the possession of media technology and behavioural changes occurred among children with access to the Internet or mobile phones. In relation to these changes we tried to identify axiological mutations occurred among new media’s generation, the values after which they will guide. Conclusions drawn from these studies have confirmed the high dynamics of access to new technologies and new media. By the diversification of access to information and communication, new generation have a special attitude towards the media, the attitude to be identified and understood primarily by media itself, children representing the audience of tomorrow and the target of any media institution.