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Still, most parenting wisdom continues to portray television as an evil mind-rotting demon. The fear of ‘screen time’ is so deeply ingrained in our collective imagination that an irrational opposition between outdoor play and media consumption is taken for granted. Many parents believe the choice is either/or: indoors or out.

most storytelling is interactive. We consume most of our media through internet connected devices. And technology is so adept at providing ‘adaptive feedback’ that it proves to be an exceptionally effective teaching tool. In fact, a recent SRI study shows that game based learning can boost cognitive learning for students sitting on the median by 12%.

Joint media engagement refers to spontaneous and designed experiences of people using media together, and can happen anywhere and at any time when there are multiple people interacting together with digital and traditional media.

Their research suggests that the whoosh-ing sound of a can opening may make a drink seem fizzier, for example, or that the yellow hue of 7Up can make the soda taste more lemon-y.

new version of Cadbury's chocolate bar was similarly rejected by consumers when the company changed the classic rectangular chunks to curved segments. The chocolate bar was made exactly the same way that it always has been, but a big change in the way it looked made people think that it tasted drastically different

He's also working with a cancer hospital to experiment with the ways that plating, lighting and sound could counter the metallic taste and nausea that often accompanies chemotherapy.