Electronic Theses and Dissertation

Penelitian ini bertujuan untuk memahami pemanfaatan kanal YouTube Kinderflix terhadap perkembangan kognitif anak usia dini di Kota Binjai melalui perspektif teori Uses and Gratification. Pendekatan yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam. Informan utama terdiri dari lima orang tua yang secara aktif mendampingi anaknya dalam mengakses konten Kinderflix, serta satu informan pendukung yaitu seorang Psikolog anak yang memahami perkembangan kognitif anak. Hasil penelitian menunjukkan bahwa orang tua memanfaatkan chanel Kinderflix sebagai sarana edukatif dan hiburan yang mudah diakses dan menarik secara visual. Berdasarkan teori Uses and Gratification, motivasi utama pemanfaatan media ini meliputi kebutuhan akan informasi, pendidikan, dan hiburan. Konten Kinderflix dinilai dapat merangsang aspek kognitif anak, seperti kemampuan mengenal warna, angka, huruf, bentuk serta meningkatkan daya ingat .Namun, pemanfaatan chanel youtube kinderflix sangat bergantung pada pendampingan dan pengawasan orang tua. Penelitian ini merekomendasikan pentingnya peran aktif orang tua dalam menyaring dan mengarahkan konsumsi media digital agar dapat memberikan manfaat optimal bagi perkembangan anak..
Kata Kunci : YouTube, Kinderflix, perkembangan kognitif, anak usia dini, uses and gratification

This study aims to understand the utilization of the Kinderflix YouTube channel in relation to the cognitive development of early childhood children in Binjai City through the lens of the Uses and Gratification theory. The research employs a descriptive qualitative approach with data collection conducted through in-depth interviews. The primary informants consist of five parents who actively accompany their children in accessing Kinderflix content, along with one supporting informant—a child psychologist who specializes in cognitive development. The findings indicate that parents use the Kinderflix channel as an educational and entertaining medium that is easily accessible and visually engaging. Based on the Uses and Gratification theory, the main motivations for media usage include the need for information, education, and entertainment. Kinderflix content is considered to stimulate various aspects of children's cognitive abilities, such as the recognition of colors, numbers, letters, and shapes, as well as enhancing memory. However, the effectiveness of the Kinderflix YouTube channel greatly depends on parental supervision and guidance. This study recommends the active role of parents in filtering and directing digital media consumption to maximize its benefits for children's development. . Keywords: YouTube, Kinderflix, cognitive development, early childhood, uses and gratification.