the larger picture painted by today's statistics is hard to miss: Media is embedded in children's lives and dominating hours of their days, while reading is trailing behind. The next trick is to tease out what I call the Three C's: the content, context and the individual child. What kinds of media -- what TV shows, which online games? Who's with them as they read and play, and how is that experience integrated into what they are learning or interested in? And what ages and dispositions of children are drawn to what kinds of media for what reasons? Until we can answer these questions, we will continue to be in the dark about the impact of media and its complicated connection to literacy among the next generation.