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IJSRP, Volume 8, Issue 8, August 2018 Edition [ISSN 2250-3153]



      Martha Njiiri, Prof. Hellen Mberia, Dr. Idah Muchunku

Abstract: The aim of the study was to examine the moderating effects of demographic factors on foreign television cartoon programs exposure and their influence on Kenyan children social behavior. The study applied cross-sectional research design. The researcher targeted school going children aged 7-10 years and in lower primary (Std.2-4) enrolled in 5 identified private primary schools. Simple random sampling technique was used to select pupils who were issued with questionnaires and included in the final research sample. A total of 350 pupils participated in the research. Of particular interest was how age and gender moderate media effects on children behavior. The study revealed that age and gender of the child did mediate the effects television exposure on their social behavior. Gender influenced the cartoon content children preferred to watch as well as the cartoon characters that the children chose to identify with while age mainly influenced cartoon viewership habits with older children spending less time watching cartoons compared to younger children.

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Martha Njiiri, Prof. Hellen Mberia, Dr. Idah Muchunku (2018); Moderating effects of demographic factors on foreign television cartoon programs exposure and children’s social behavior in Kenya; International Journal of Scientific and Research Publications (IJSRP) 8(8) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.8.8.2018.p8010

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