The paper questions how the media influence the child, what is the impact of consumerism on children and how has the position of the child changed in the consumer society. Namely, children are becoming more and more involved in the consumer society as active participants (consumers). The media have a very significant influence on changes in society, which is particularly visible in the 20th and the beginning of the 21st century, with the development of information and communication technology. An analysis of the role of the media in a child's daily life gives insight into the frequency and amount of media use in the child's early childhood and preschool period. Research has been analyzed that indicates an increase in the amount and frequency of media use in recent years, as well as an increase in the share of children who are already exposed to the influence of the media, especially television and the Internet, at a very early age. The data also indicate the growing influence of society on child development through the media. The paper also points out the risks and dangers that the media have on child development, as well as their positive effects. The media are an integral part of modern society and everyday life. That is exactly why it is important to teach children how to use the media, and adults how to use the positive aspects of the media when working with children.