AGE DIFFERENCES IN CHILDREN'S PERCEPTIONS OF MESSAGE INTENT

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Abstract
Children four through eleven years old viewed informational (excerpts from network news), persuasive (child-oriented and adult-oriented commercials), educational (excerpts from instructional spots), and mixed (child-oriented public service announcements) messages. They were then interviewed about message content, type, intent, believability, and belief criteria. Comprehension of narrative content was high, even among the youngest children. Most young children were able to identify messages for which common labels exist (news; commercials), but few attached labels to educational spots or public service announcements. Correct articulation of message intent occurred primarily among older children; few under age eight correctly identified the intent of any message type. There was an age-related trend toward the use of functional cues to aid in message identification, and toward reality testing as the appropriate basis for evaluation of message believability. The evidence indicates that young children may interpret messages in informational terms regardless of message intent (e.g., to persuade or instruct).

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