Schools are supposed to be public spaces, but more and more advertisers are using them to target youth. Corporations know just how much time kids spend at school, whether in class, in after-school activities or just hanging out with their friends, and they don’t want to pass up a chance to reach them there. A school setting delivers a captive youth audience and implies the endorsement of teachers and the education system.
Today’s kids have become the most marketed-to generation in history, due to their spending power and their future influence as adult consumers. By talking to kids about advertising - how it works and how they’re targeted - we can help them to become more savvy as consumers and more resistant to the pressures to be “cool.”
Most young children enjoy pretend play and love to imitate action heroes. But many teachers, parents and child care workers say the influence of children’s superhero TV shows or movies, can result in havoc when little fans get together.
For parents, this time of year can feel like walking through a minefield, with ads, decorations and music all aimed at getting kids excited about the holidays. Every year children eagerly ask Santa for the “hottest,” “must-have” toys – and then turn that “pester power” on their parents. Of course, few parents want to be Grinches – we all want to make our children happy – but there can be a middle ground between giving in to pester power and canceling the holidays altogether. Here are some tips on how to control holiday consumerism:
Talking to kids about violence in the media they consume – television, movies, video games, music and the Internet – can help them put media violence into perspective and perhaps diffuse some of its power.
Educate your kids about advertising and how marketers target young people
Whether it’s Darth Vader, the Daleks in Doctor Who or the winged monkeys in The Wizard of Oz, most of us remember seeing something on screen that we could only watch from behind a couch or under one of our parents’ coats: in fact, 90 per cent of adults report an enduring memory of having been traumatized as a child by something they saw on television or in a movie. What we may not remember, however, is how serious and persistent the effects of these frightening moments and images can be. As we guide our children through their media experiences, it’s important to realize that what they see can lead to problems like vivid nightmares, fear of the dark, having trouble sleeping and refusing to sleep alone.
Media and communications technology play an important role in a student’s health and physical education, for better or for worse. The new Ontario Health and Physical Education curriculum provides a spring board to start discussions related to health and media literacy.