Viewing data were reported every 3 months beginning at 6 months of age by the parents of 51 infants and toddlers. Viewing logs were coded for program, content, and intended audience. Using hierarchical linear modeling techniques, growth curves examining relationships between television exposure and the child’s vocabulary knowledge and expressive language skills were modeled. Parent’s education, child’s home environment, and child’s cognitive performance were statistically controlled. The findings support the importance of content and program type when describing media effects. At 30 months of age, watching Dora the Explorer, Blue’s Clues, Arthur, Clifford, or Dragon Tales resulted in greater vocabularies and higher expressive language scores; watching Teletubbies was related to fewer vocabulary words and smaller expressive language scores; watching Sesame Street was related only to smaller expressive language scores; and viewing Barney & Friends was related to fewer vocabulary words and more expressive language. Reasons for differences are discussed.
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