Abstract
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.
Khushboo Rafiq, Nisar Ahmed Zuberi. (2018) VIEWING VERSUS LISTENING OF STORIES BY PAKISTANI CHILDREN FROM LOW SOCIO-ECONOMIC BACKGROUND – AN EXPERIMENTAL STUDY OF MEDIA EFFECTS ON COGNITION, Journal of Social Science and Humanities, Volume 57, Issue 2.
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