In his message for the 41st World Communication Day, Pope Benedict addressed the issue of "Children and the Media: A Challenge for Education" and called upon the media industry, communicators including direct marketers, audiences, readers, parents and schools, to help meet the challenge.
Taking a realistic approach the pontiff acknowledged that
Indeed, some claim that the formative influence of the media rivals that of the school, the Church, and maybe even the home. Reality, for many, is what the media recognize as real
He urged the world, media professionals, media, marketing, direct marketing industry, parents, schools, churches and audiences to view this challenge and recognize heir responsibilities from two perspectives:
1. Formation of children by the media, and
2. Formation of children to respond appropriately to the media.
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