The goal of this paper is to demonstrate media importance in forming cultural identity during early childhood. Identity forming is a life-long process starting at birth and continuing through certain development stages. Forming takes place through primary and secondary socialization processes aimed at acquiring cultural attitudes, and values. Besides the influence of traditional factors of socialization, the simplest but most dangerous cultural standards acquisition is conducted through media content. Nowadays children lives in the media environment which is more complex than ever. Children have media access even in their bedrooms, free to choose the content without adult. Media content abounds with different characters who are potential role models for children. Looking at the behavior of idols daily children take different roles, often participate in actions by adopting certain behaviors and habits. The behavior modeling is based on identification and imitation. Children simply want to assume the identity of their idol.
The paper used methods of content analysis and research of many scientists on the basis of which they formed conclusions that the role of media in forming cultural identity is increasing while the role of other socialization factors is weakening. Media's goal is profit, and hence, they are losing the main characteristics of educator and cultural transmitter. Through media content, children acquire feeding habits, speech, emotional expression, sexual and gender identity and social skills. Children learn from the media, unconsciously repeating even what they do not understand. Children's environment is the book that enriches their memories without them being aware. The child's environment is necessary to enrich with sincere love and play, items that develop their spirituality – observation, thinking and deliberation. Certainly, in this environment requires media but to the extent that would stimulate activity and creativity rather than extinguish them.
Keywords: Culture, media, cultural identity, childhood, upbringing, values
