This chapter highlights how children 5–12 years of age perceive the world—connecting this development with their media preferences. Since five-year-olds and nine-year-olds look at the world very differently, this age period is divided into two groups: young elementary schoolchildren (5–7 years old) and preadolescents (8–12). For both groups, the chapter discusses the most significant developmental changes and connects these changes with media preferences. For example, what is the “spinach syndrome”? What sort of humor do children in both age groups prefer? Why do children recognize bad acting only at around eight years? Why does collecting become important to children in this period? And when and why does the peer group emerge as a key context?
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