Children's media culture in the new millennium: mapping the digital landscape.

A new "children's digital media culture" is swiftly moving into place on the Internet. In this article, the author describes the technological, demographic, and market forces shaping this new digital media culture and the rich array of Web sites being created for children and teens. Many nonprofit organizations, museums, educational institutions, and government agencies are playing a significant role in developing online content for children, offering them opportunities to explore the world, form communities with other children, and create their own works of art and literature. For the most part, however, the heavily promoted commercial sites, sponsored mainly by media conglomerates and toy companies, are overshadowing the educational sites. Because of the unique interactive features of the Internet, companies are able to integrate advertising and Web site content to promote "brand awareness" and "brand loyalty" among children, encouraging them to become consumers beginning at a very early age. The possibility that a child's exploration on the Internet might lead to inappropriate content, aggressive advertising, or even dangerous contact with strangers has given rise to a number of efforts to create "safe zones" for children--that is, places in cyberspace where children can be protected from both marketers and predators. Federal legislation now requires parental permission before commercial Web sites can collect personal information from children under age 13. Several companies offer filtering, blocking, and monitoring software to safeguard children from harmful content or predators. Generally lacking in debates concerning children's use of the Internet, however, is a more proactive definition of quality--one that would help ensure the creation and maintenance of Web sites that enhance children's learning and development and not merely keep them from harm. In the concluding section of this article, the author recommends actions to promote development of a quality media culture that would help children become good citizens as well as responsible consumers.