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.”
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:
Racial stereotypes abound on television, and children’s programming is no exception. The turban-wearing bad guy, the brainy Asian, and the Black basketball whiz are just a few of the stereotypes reinforced in children’s cartoons, films and TV shows. Spotting these stereotypes is often difficult for children; to them, the tomahawk-wielding Indian or the Asian karate expert is a familiar, easily-understood and often funny character. So how do you help children understand these images for what they are – oversimplified, generalizations?
Educate your kids about advertising and how marketers target young people
In the same way that Canadian news reporting does not reflect Canada’s multiculturalism, racial diversity ‘behind the scenes’ of news media is similarly disproportionate. In 2006, fewer than 6 per cent of CBC employees were visible minorities.  A 2000 study from the University of Laval suggests that more than 97 per cent of Canadian journalists are White. 
Privilege is the relative benefit that a group enjoys as a result of the discrimination or oppression of other groups. When we think about racism and discrimination, we often envision acts of deliberate meanness or quantifiable oppression of a disadvantaged group – hurtful words, tasteless jokes, deliberate exclusion from work or school, acts of violence, and so on – but it can just as easily take the form of privileges given to members of a more advantaged group.
First of all, you can’t choose to give up privilege – privilege is by definition an unearned advantage and you cannot choose to not have it. Guilt and shame are not, however, productive ways to deal with this.
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.
Political and constitutional issues, forest fires, poverty, sexual abuse and drug addiction appear to be the only topics relating to Aboriginal communities that are reported in the news. Coverage of cultural activities may be found now and again in local media, but you have to pay close attention to find this.