In 1998 was replicated a research conducted by Helena Antipoff between 1929 and 1944, and by Regina Helena de Freitas Campos in 1993, with the purpose of investigating the impact of consumerism conveyed by media in contemporary society into children of Belo Horizonte's ideals. 307 fourth <FONT FACE=Symbol>-</FONT> graders students (151 girls and 156 boys) of private and state elementary school of Belo Horizonte answered the same scheduled interview. The data concerning children's ideals were analyzed by gender and compared with data's of previous surveys. It was proved the previous hypothesis that values transmitted by media are contributing for changes in childhood ideals alongside this century.
children's ideals; socialization; influence of televised media; identification
