VIEWING VERSUS LISTENING OF STORIES BY PAKISTANI CHILDREN FROM LOW SOCIO-ECONOMIC BACKGROUND – AN EXPERIMENTAL STUDY OF MEDIA EFFECTS ON COGNITION

This research sets out to study and compare the effects of story watching on television and story listening by an elder on children’s cognitive skills, specifically in building up their vocabulary and comprehension. A total of two hundred children aged between 7 to 12 years from low socio-economic background were selected through matching. They were divided into two different groups based on the medium they were exposed to, either oral or visual. The study took place in laboratories set at four different schools in Karachi, Pakistan. Ten stories were told to the half children, while the other group watched 10 animated episodes having same content for 10 consecutive weeks. Children’s perception and vocabulary skills were evaluated through questionnaires, which were filled out after each story. Results affirmed the hypothesis that story listening is more effective than cartoon watching in terms of cognitive learning. The study is beneficial for various disciplines of social sciences including psychology, sociology, education and mass communication.