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This paper examines the discourse of negotiation surrounding childrens media time use. First, when media use is framed as problematic, prioritizing certain activities for the sake of time systematically entails postponing media use. Second, when media use is ratified by parents, it becomes a privilege to be earned. Third, when children are rightfully engaged in media, parents seem to be wary of their childrens ability to turn it off, and try to reinforce moral accountability.