Abstract
The main aim of this research is to develop the methods for the evaluation and measurement of audio-visual literacy in children from 7 to 11 years of age. As we have already mentioned in our research (1), we have hypothesized three factors to compose audio-visual literacy. They are memory, understanding and imagination, all relating to TV programs. This time we applied a two-dimensional approach for our source of information; the two dimensions utilized are the form of information and the volume of information, including time length. As the style of the TV programs is closely related to the method of evaluation and measurement, we made 2 programs; one is demonstratory, and the other is of a story-telling nature. For each of these styles of TV programs, we made ten different questions and used them with children from 7 years old to 11, 1000 of each age, totalling 5,000 pupils. The evaluation and measurement had to be done by visual tests prepared on video tapes. Through these experiments, we have succeeded in finding the following: (1) This method of visual measurement and evaluation can discriminate between each step, i.e., memory and understanding, of perception of TV programs. (2) This method is effective for measuring and evaluating the development of children's literacy in accordance with increasing school age.
