This article is based chiefly on an MA dissertation for the Institute of Psychology, University of Belgrade, Yugoslavia, 1980.I thank Drs, Ivan lvic and Dusan Stojanovic, members of my dissertation committee, for their encouragement and advice. The additional issues included in this paper are the result of what I learned during my stay at the Institute of Child Development, University of Minnesota, in 1980–81. The seminar on the ecological approach to visual perception, held by Dr. Eleanor J. Gibson, was of special relevance. Special thanks are due to Dr. W. Andrew Collins for his valuable advice on some important aspects of children-media research, as well as for editing the manuscript. Nada Korac is a lecturer of Child and Developmental Psychology at the Teacher’s College (Pedagoska akademija) in Belgrade, and does research for the Institute of Psychology, University of Belgrade. Mailing address: Institut za psihologiju, Studentski trg 1, 11000 Beograd, Yugoslavia.