The period of transition from childhood to adulthood is called Adolescent with accelerated physical, biochemical and emotional development

. It is a unique period of dynamic change which may be referred to as ³Growing up´. Adolescence is the time period that begins with the onset of puberty and lasts nearly a decade , from the age of 12-13 to around 20 years of age. It is a period of rapid growth and maturation in human development. It is this period that the final growth spurt occurs. If the growth of a teenager is not as good as it should be, it is going to affect his/her future health as an adult. Now HEALTH according to WHO ³is a state of complete physical, mental, and social wellbeing and not merely an absence of disease or infirmity.´ Nevertheless, adolescents and young adults engage in a range of behaviors that can affect the quality of their health and the probability of their survival in the short terms as well as affect their lifetime health and survival. If we look only at disability-adjusted life years (DALYs) for the adolescent age group, adolescents appear to be relatively healthy. Nonetheless, more than 33% of the disease burden and almost 60% of premature deaths among adults can be associated with behaviors or conditions that began or occurred during adolescence²for example, tobacco and alcohol use, poor eating habits, sexual abuse. Mass media (television, radio, magazines, newspaper, pamphlets, internet etc.) plays a paramount role in today's society. Mass media are tools for the transfer of information, concepts, and ideas to both general and specific audiences. Communicating about health through mass media is complex, however, and challenges professionals in diverse disciplines. Mass media caters to a diverse audience, ranging from children, to adolescents, to adults. Amongst said audiences, ³Adolescents are vigorous users of the information broadcasted in media´ (WernerWilson, Morrissey & Fitzharris, 2004). Because this time period of adolescent is so crucial to the development of a child's body and brain, any negative influences can have lifelong health effects. Impact of mass media on Adolescents is particularly vulnerable because this is the age when they are more easily influenced by negative aspect of everything. They are now not mature and many times lead a life of fantasy. This is why young adolescents can not accept the good things presented by mass media tools, rather attracted by illusionary and faulty commercial advertisings, mainly health related aspects. Sophisticated societies are dependent on mass media to deliver health information. The value of health news is related to what gets reported and how it gets reported. Today most prevention practitioners and researchers, as well as concerned teachers and parents, recognize that many of the messages we get from the media are risk factors for numerous public health problems. From the time we wake up to the radio alarm clock to the time we fall asleep with the TV on, we live in a media culture. We cannot escape the media's influence on either our healthy or unhealthy behaviors. Some positive aspects of mass media is acknowledged, but predominantly came down on the side of television having long term negative impacts. Numerous studies over the past five decades have examined the impact of media on adolescent children, with regard to such risky behaviors as violence; alcohol, tobacco, and other drug abuse; poor body image and eating disorders; precocious, unsafe sexual activity; and teen age pregnancy. A brief review of each topic will offer some insight into the influence of mass media on the health of young adolescents. More importantly, the discussion will address how the concept of media literacy can be used to

One study estimated that early adolescents contributed $82. The few available studies suggest . which leads to OBESITY among adolescent. and the Internet) provide increasingly frequent portrayals of sexuality.The media perpetuate poor diet decisions. girls often end up adopting fad diets that may lead to more serious eating disorders . music. They often eat with peers.reduce the negative influences mass media are believed to have on young people's health-related attitudes and behaviors. One student said.4 billion in food and beverage purchases in 2005 . "But boys expect girls to be perfect and beautiful. SEXUAL INFORMATION: Abstract The mainstream mass media (television. NUTRITION: Proper nutrition is especially important for adolescents because of their accelerated body growth. In addition. Adolescents also are very busy. poor nutrition. rather than family. We take them as they are. Unfortunately. Young adolescents are led to believe that the media-created image of the ideal body is how their bodies should look ." In their attempt to have the perfect body. We still know relatively little about how this content is used and how it affects sexual beliefs and behaviors. magazines. adolescents are susceptible to POOR NUTRITIONAL HABITS." Another added. but the snacks are usually high in fat and calories. This desire to "bulk up" often leads to poor diet and possibly the use of steroids. Because they are growing physically they eat snacks a lot. A decrease in physical activity is also linked to an increased risk for obesity and some chronic diseases. 40 percent felt overweight when only 12 percent actually were too heavy. This figure is alarming when studies show most of the advertised foods contain little nutritional content. When Glamour magazine surveyed its readers in 2004. movies. This leads to girls trying to look like Cindy famous models and actresses. A recent Wall Street Journal survey of students in four area schools found that more than half the fourth-grade girls were dieting and three-quarters felt they were overweight. "We don't expect boys to be that handsome. and they argue they do not have the time to eat properly. inadequate female reproductive development). The major downfall of these magazines is their fixation with quick-fix diet advice. their early dietary decisions can have lifelong health implications (obesity. Even more alarming is the issue of BODY IMAGE. Television viewing is associated with increased consumption of snacks. Boys are susceptible to media body images because they want to build muscles like many actors and sports heroes. among a sample of college women.

It is pointed out that all television shows answer the question. A leading media influence activist Jean Kilbourne says ironically that young boys often tell her that the media don't influence them. Although sexuality is a difficult topic to discuss with youngsters. For younger media consumers. and good times. media portrayals reinforce a relatively consistent set of sexual and relationship norms. More longitudinal research. alcohol is associated with success. The greatest concern about the sexual information disseminated by the mass media is that it is value-laden . The report also revealed that these upperclassmen drink 1. The high volume of alcohol and tobacco advertisements makes media literacy training a must for young people. and the media rarely depict sexually responsible models. It should become evident to children that putting on cologne or perfume each morning will not result in an instant sexual experience. found that increased television and music video viewing are risk factors for the onset of alcohol use in adolescents. ALCOHOL & TOBACCO: A study of ninth graders. Youth consistently underestimate the media's influence on them. Through these exercises children will be more aware of how sex is used to sell a product. sexy female models are a constant in beer and wine advertisements that target males. Adolescent can also compare the interactions of the characters in the commercials with real life behaviors . cigarettes are marketed to young people. even though it has little to do with the actual product. interpreted. A 2001 report. Gorgeous. Mass media also provide formal and informal messages about sexuality. especially with early adolescents is needed to learn more about how media content is attended to. Youth and Alcohol: A National Survey. "What is ethical behavior?" Adolescents are adopting norms for their behavior based on what they see and hear in the media. parents and teachers need to create media literate students who can evaluate the sexual information provided by the mass media. although both the alcohol and tobacco industries challenge such a claim. sex and TV shows that nearly three out of four(72%) teens think sex on TV influences the sexual behaviors of kids their age ³somewhat´ or ³a lot´. VIOLENCE: . but just one in four (22%) think it influences their own behavior. Sex is often associated with alcohol in the media.1 billion cans of beer and half of the 20. said that 35 percent of all wine coolers in the United States are consumed by high school juniors and seniors. A May 2006 survey on teens.that the media do have an impact because the media keep sexual behavior on public and personal agendas. excitement. Television shows often portray alcohol as a means to sex. In addition. and incorporated into developing sexual lives.7 million seventh through twelfth graders drink. Like alcohol. media depictions of alcohol are tantalizing and alluring. Liebert and Sprafkin (1999) concluded that adolescents who watch a lot of sexual content on TV are less satisfied with their sexuality and develop misconceptions.

Indeed.The impact of the mass media on early adolescents has been studied extensively. Media executives. Although there was a battle for a number of years over whether or not televised violence leads to subsequent aggressive behaviors. who owes her independence and selfesteem to the products she uses. They are in the process of learning their values and roles and developing their self-concepts. Adolescents are particularly vulnerable because they are new and inexperienced consumers and are the prime targets of many advertisements. Kids who try to imitate behaviors they see on television(sexual situations) often experience confusion and dejection because they are unable to reproduce the behaviors in the same manner . and communities cannot dismiss violent programming as pure entertainment because the media have the power to model attitudes and behavior. There have been some changes in the images of girl and women. It allows young people to control the influences of media messages. teachers. who manages to do all the study work. Most teenagers are sensitive to peer pressure and find it difficult to resist or even question the dominant cultural messages perpetuated and reinforced by the media. the media messages children receive are pushing them to be adults before it is time . younger media consumers are more susceptible to additional stress created by the media. The knowledge about Media literacy allows youth to reflect on important life choices and make decisions about their health behaviors. One of the most intensive areas of research has been violence in the media. smoking ). Mass communication has made possible a kind of national peer pressure that erodes private and individual values and standards. not of her parents or siblings or friends). or as the liberated teen-girl. Educator Neil Postman argues that television exposes young viewers to adult knowledge before they are prepared to handle it. which can lead to unnecessary health problems or cause adolescents to cope with stress in ways similar to those portrayed in the media ( drinking. most researchers contend there is a connection . parents. This pressure to act like an adult causes undue stress. She is generally presented as super girl . These new images do not represent any real progress but rather create a myth of progress. Because adolescents watch about 20 hours of television a week there is serious concern about the impact violent portrayals have on their behavior. the aforementioned groups need to reexamine how they can help combat this growing trend. With more and more adolescents becoming victims of crime as well as committing the crimes . Media literacy helps children and adolescents gain skills to intelligently navigate the media and filter the hundreds of messages . television essentially blurs the boundaries between childhood and adulthood. In essence. an illusion that reduces complex sociopolitical problems to mundane personal ones among the adolescent girls. part-time job (with the help of a product. STRESS: Another area of concern is the amount of stress indirectly caused by the mass media . a "new women" has emerged in commercials in recent years. instead of being controlled by them. Because early adolescence is a stressful period in life . of course.

look at the websites they frequent. . and watching TV with their children. magazine articles etc. Don't call or write just to complain . media literacy is the ability to ³ask questions about what you specific. articles. read. Simply put. magazines. y Familiarize yourself with youth media and culture Listen to their music. is a significant message for the child. FAMILY & YOUTH: y Parents must be media literate to help children to be media literate Teachers and parents must become media literate themselves so they can guide the development of media literacy in their students and children. or ³cool. students can develop the skills they need to carefully reflect on the messages that portray risky lifestyle choices like smoking as glamorous. the commercial sources and beneficiaries of advertising. Parents should know what their children watch.´ Media literacy can help youth understand how media are developed. y Parents can help children in understanding the TV content By choosing appropriate programs. When they recognize how media messages influence them. the approaches used to increase persuasion. y Participatation Parents are role models for their children . see and read.´ SUGGESTIVE APPROACH FOR PARENTS. and go to a teen movie once in a while will help parents keep up with the rapidly changing world of youth media and culture and will give them credibility when they talk to kids about media and media literacy.sharing their reviews of TV programs. watch what they are watching on TV.they receive every day. They can also learn a lot about the media from youngsters. y Talk with Children Help child appreciate the differences between reality and fantasy on TV programming. rebellious. and the ideology of messages contained in commercial and news media. y Express Views Parents should communicate their views of offensive programs with station managers. and discussing what they see or read together they can help their children not to bias by the media content.

those in the media literacy movement in the United States believe that if we become a media-literate population and thus change the way we respond to the media.y Resist Commercials The volume of ads for snack foods. and candy are often "brainwashing" children. In the long term. In summary. we believe that media knowledge and literacy skills will better enable youth to make healthy choices. In the short term. B.html#ixzz1AkgourIo Under Creative Commons License: Attribution OPINI I believe television is going to be the test of the modern world. It is the duty and responsibility of the parents and elder family members to realize their power to accept healthy media messages. We shall stand or fall by television. television-viewing has a significant impact on child development and behavior. TV-viewing does not require censorship of the industry.articlesbase. judicious control of its use by parents is essential. and they construct their own values and beliefs in active negotiation with these messages. toys. the media will also change for the better. It is the responsibility of healthcare providers to be aware of the µhazards' and to promote the benefits. advertisements make decisions for them. Author E. even in the face of the barrage of unhealthy messages they receive from the media. Read more: http://www. and make good decisions for them. The need for providing quality-oriented programming for children and adolescents is obvious. challenge unhealthy They should not let TV. but. y Give youth the power to make healthy decisions Not all kids are influenced by media messages in the same way Children bring different backgrounds to their experiences with the media. Their impact should be eliciting . White1 Television and other media represent one of the most important and underrecognized influences on children and adolescents' health and behavior in the 1990s. and that in this new opportunity to see beyond the range of our vision we shall discover either a new and unbearable disturbance of the general peace or a saving radiance in the sky.

for many years U. It's important for us to be aware of the impact the mass media has on each and every one of. Socialist Presidential candidate. philosophical. people are shapes. The biggest creator of the public opinion is media. It will take long time for people to understand that TV is not art. "The American people will never knowingly adopt Socialism." for the audience mass media is source of entertainment. . humanistic. "We live in a dirty and dangerous world. public health advocates. former president. and when the press can decide whether to print what it knows. There are some things the general public does not need to know and shouldn't. I believe democracy flourishes when the government can take legitimate steps to keep its secrets. Very Interesting Hub! The media shape our attitudes about everything from soap to politics." Norman Thomas. "Our job is to give people not what they want. Washington Post publisher and CFR member. for journalists media is source of prestige and salary and for the owner media is source of profit and political influence. Tv is the shaper Here are a few quotes to ponder. not just from parents and educators but from physicians.serious concern. Senior Producer of CBS political news. but what we decide they ought to have. until one day America will be a Socialist nation. We need to be vigilant and ask ourselves to look for opposing opinions and evaluate the facts for ourselves rather than blindly accepting the media's version of the "truth." Richard M. aesthetic. Cohen."Katherine Graham. Although objections to various programming and advertising practices can exist on common sense. without knowing how it happened. CBS News "We are going to impose our agenda on the coverage by dealing with issues and subjects that we choose to deal with. But under the name of "liberalism" they will adopt every fragment of the Socialist program."Richard Salent.S. and politicians as well (Fig 1). or public health grounds without strict scientific data.2 increasing numbers of studies document that a serious problem exists.

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