The media cannot be said to have an exclusively negative or exclusively positive impact. The media adapt to social change and represent a means of communication. The subject of this paper is related to the analysis of the role and influence of the media on children. Given the increasingly rapid way of life, development technologies and the process of globalization, the media have an increasing impact on the public and, in time, on children and young people. Of the media nowadays, the influence of the Internet stands out. Children are increasingly using the Internet, while, for example, they spend less time watching television. This is where the problem of research lies, because it is almost impossible to protect children from the influence of the media, especially when it comes to the Internet. The aim of the research is to present the basic determinants of the media and to analyze the positive and negative impact of the media on children. In addition, the paper analyzes influencers who are very popular nowadays and are often followed by a large number of people. It is they who have a great influence on adults and children through the media.