It’s normal to be worried about the influence of media on your child.Media influence on teenagers can be deliberate – for example, media advertising is often directed at children and teenagers. This means that children and teenagers are increasingly conscious of brands and images. You’re not alone if your child has pestered you to buy the next ‘in’ thing!Media influence can also be more indirect. An example of this might be the increasing sexualisation of content in advertising, magazines, television shows and music videos. These media products often show women with unrealistic body types and ‘sexy’ appearances. Other kinds of media feature violent imagery and coarse language – for example, video games and song lyrics.These indirect media influences can suggest to teenagers that these are ‘normal’ ways to look and behave.But being exposed to media influence, images and messages doesn’t automatically mean your child is at risk. Teenagers don’t just take on board everything the media – or anybody else – tells them. They can be savvy consumers of media messages.