We can describe the 21st century as digitized to that level that media is "part of the DNA of the youngest generations." With all the benefits that modern technology and digitization bring to people, it is necessary to develop a critical awareness, especially towards media content. In this paper, emphasis is placed on the analysis of contemporary media content and their impact and relation towards children of early and preschool age. In order to better understand the influence of media and the content they transmit, the paper first presents the features of modern media and the characteristics of digital communication. On the one hand, media content can be educational and entertaining, while on the other hand, consumerism and violence in media content are serious problems that parents and all employees of the educational system should face in an appropriate way. The consequences that may arise from the inappropriate use of the media by children of early and preschool age relate to their language and speech development, physical inactivity, socialization and generally affect all aspects of the child's life and way of growing up. Therefore, it is necessary that parents, with the help of educators, be equal partners of the preschool institution and in their daily work with children strive to develop media literacy of their children. Moreover, preschool educators are expected to have a lifelong education that includes media literacy education, given that in the modern way of life, parents spend less and less time with their children and more and more children are brought up by the media.