Religious or secular? School type matters as a moderator between media exposure and children’s materialism

This article examines the influence of media exposure, specifically TV and the Internet, on materialism in school-aged children considering the moderating effects of school type, religious, or secular. Data were collected from a sample of 492 children in four schools and was analyzed using correlation tests, PROCESS moderation tests, and structural equation modeling. Results expose the moderating effect of school type. Cultural broadening theory illuminates the reasons behind these effects. In addition, participation in social networks is revealed as a partial mediator in the relationship between the Internet exposure and materialism. Implications for parents and educators hint that, even if children are “isolated” from the overwhelming materialistic messages in media, a time will come when they'll be exposed to these messages (in adolescence or earlier). Discussing the pros and cons of advertising, making children aware of companies’ tactics and explaining the dangers of a life focused on possessions may help schools and parents prevent the development of materialism in children.