In the past several years media products for babies, toddlers,
and pre-schoolers have steadily increased. Wanting the best for
their children, parents are turning to videos like Baby Einstein
and computer programs like JumpStart Baby in order to give their
children a developmental edge.
This month Sesame Street joins the bandwagon with a two DVD
set called "Sesame Beginnings." The growth in this market comes
despite the concerns of medical and developmental professionals
alike.
The American Academy of Pediatrics recommends no screen time for babies under age two, and no
more than 1-2 hours a day of high quality educational screen media
for children ages two and older. The rationale behind the Academy's
recommendations is that early childhood - particularly the first 24
months of life - is a critical time for the development of
children's brains.
The types of activities the baby engages in and the stimuli
provided in the baby's environment are thought to be critical
elements in that process.
Most parents are unaware of the Academy's recommendation and
those who are not sure what to look for in "high quality
educational" screen media. Therefore they often succumb to hyped
marketing claims and the media appetite of their children.
Recent research by the
Kaiser Family Foundation reported that 68% of all children under two use screen media
(59% TV, 42% video/DVD, 5% computer, 3% video games). On average
these children spend two hours and five minutes in front of a
screen. According to their parents, 43% watch TV every day, and
one-quarter have a TV in their bedroom.
Sesame Street's rationale for entering the under two market
is that since children under two are already watching TV they are
being responsible by providing content designed for this particular
age group (Sesame Street's current television programming is
designed for older children).
Cynics say the rationale is to sell products and promote the
Sesame Brand. To their credit Sesame Street has partnered with
Zero to Three - national, nonprofit, multidisciplinary organization whose
mission is to support the healthy development and well-being of
infants, toddlers and their families - to create "Sesame
Beginnings."
But herein lies the tension. Is it good form to develop
resources that are more appropriate than what currently exists but
admittedly fall short of an ideal?
The Campaign for a Commercial-Free Childhood - a national coalition of health care professionals,
educators, and advocacy groups - says no.
They liken the issue to another context - many toddlers
drink soda, should we then encourage them to drink soft drinks that
are slightly less sugary than other soda or should we try to
educate all parents about proper nutrition for young
children.
All concerned agree that parents should not plop their infant
unattended in front of a television set and everyone realizes that
parents of infants do that from time to time - say, when they have
to go to the bathroom!
The Sesame DVDs are not meant to be a "baby-sitter," in fact
they are designed to encourage parent-child interaction - the very
interaction that does not require and is typically stagnated with
the introduction of media.
So what's a parent to do?
My recommendation is, if you are going to buy "Sesame
Beginnings," buy it for yourself.
Watch it and then do the type of activities you see on the
screen with your child . . . without the TV on!