Powerful media is considered a major influence in our society both directly and indirectly. Media is available and easily accessible today more easily than ever before. Printed material, television, sound recordings, the Internet and radio all fall under the umbrella of big bad media – or apparently bad words. Is the media bad? How is it controlled? And where does all this come from...? These are some of the major concerns parents face in raising children nowadays. While most of our media appears to be superficial, meaningless drivel, violence, and chatter, it is also a source of education, humor, and nonviolent entertainment. . Both marketers and individuals who wish to promote various things have at some point used the different forms of media. They used the media to promote what people should wear, eat, do, and even like. The media informs us about what is happening in the world and how to react to the events shown. The effects of media will vary with the child's age and developmental stage. (Barbour, Barbour & Scully, 2008) It has been found that American children today spend almost as much time with TV, computers and other media as they spend in their classrooms. Studies have shown that the average American child spends more than five hours a day using media, and that children aged 8 and older use media an hour and 15 minutes more per day. “This is a wake-up call. It says media use is a major force in the development and socialization of an American child, and we don't know enough about it,” said Ellen A. Wartella, dean of the College of Communication at the University of Texas at Austin. Wartella disagrees with those who say that parents have the greatest influence on their children… at the heart of the paper… boundaries and the context in which it exists. By keeping our eyes open and consciously protecting our children, we hope to be able to filter out the negative aspects. Works Cited • Barbour C., Barbour NH & Scully PA, 2008 edition, Building Partnerships for Educating Children, p. 9-11. www.education.com.• Teresa & The Cutekid Staff, 2005, How the Media Influences Children, www.thecutekid.com.• Kiesewetter J. & Kranz C., 1999, The Media Has a Great Influence on Children, www. parentingbookmark.com .• Clark & ​​​​Blackwell L., 2002, Influence of Media on Children, Encyclopedia of Education, www.encyclopedia.com .• State University, 2009, Influence on Children's Media: History of Children's Media, Considerations general, Studies on media influences, Domains of influence, recommendations, www.education.stateuniversity.com .