In its study of masculinity and sports media, the research group Children Now found that most commercials directed to male viewers tend to air during sports programming. Women rarely appear in these commercials, and when they do, they’re generally portrayed in stereotypical ways.
There’s significant evidence that media education can counter unrealistic media representations of men’s and women’s bodies. For example, a 2010 study found that showing the video Evolution (which was created by Dove to show how media images of women are manipulated) significantly reduced negative effects on confidence and body satisfaction of young girls when they looked at pictures of ultra-thin models afterwards.
One of the biggest concerns voiced by parents of young Internet users is the easy access to pornography that the Web provides. There are millions of porn sites online, making hardcore sexual images that were once very difficult to obtain now just a click away.
One of the most important recent developments in advertising to kids has been the defining of a “tween” market (ages 8 to 12).
In Canada, there are rules for advertising to children. Except in Quebec, where all advertising to children under the age of 13 is prohibited under the Quebec Consumer Protection Act, advertisements in broadcast media directed at children under 12 years of age must follow a set of voluntary guidelines called the Broadcast Code for Advertising to Children. The Code does not pertain to ads broadcast on U.S channels. Compliance with the Code is a condition of licence for Canadian broadcasters.
Parents of young children have an important role to play in protecting their kids from invasive marketing, and in educating them about advertising from an early age.
Canadians under the age of twenty – the “Echo Generation,” as they’re often called –make up a quarter (26 per cent) of the country’s population.
Given the high likelihood that youth are going to come across or seek out online pornography at one point or another, not to mention the many messages they receive about sex through other media, it is important that parents take an active role in their kids’ Internet use and start talking to them about healthy relationships and sexuality at early ages to help them contextualize and make decisions about what they’re seeing online.
We don’t always hear the clock ticking when we’re online and young people are no exception. Between doing research for homework, talking with friends, updating social networking pages and playing games, it’s easy to see how kids and teens might lose track of time. Excessive Internet use, however, can negatively affect young people’s school work, health and social lives. Unfortunately, adults don’t usually discover this problem until it’s become serious.
Music is a significant medium in a young person’s life, particularly during the teenage years. While other media may occupy a greater number of hours, it is most often from music that teenagers define their identities and draw cues about how to dress and to behave.