Kids, Alcohol and Advertising - Lesson 2: Young Drinkers
In this lesson, students learn why the alcohol industry needs replacement (new) drinkers and how it exploits the needs and desires of young people in order to foster brand loyalty.
In this lesson, students learn why the alcohol industry needs replacement (new) drinkers and how it exploits the needs and desires of young people in order to foster brand loyalty.
The last few weeks have shed an unprecedented light on the use of digital media to spread and inspire hatred. Michael Zehaf-Bibeau, the perpetrator in the attacks on Canada’s National War Memorial and Parliament buildings, appears to have been motivated in part by exposure to online postings by a self-described member of the Islamic state[1], and the Federal government has already stated that it intends to create tools to remove online content that promotes the “proliferation of terrorism.”[2]
In this lesson, students learn to question media representations of gender, relationships and sexuality. After a brief “myth busting” quiz about relationships in the media and a reminder of the constructed nature of media products, the teacher leads the class in an analysis of the messages about gender, sex and relationships communicated by beer and alcohol ads. Students analyze the messages communicated by their favourite media types and then contrast it with their own experience.
Along with images of natural disasters and violence, one all-too-common news item that can be distressing to kids is reports of hate crimes. Seeing or hearing about hate-motivated assaults and vandalism of homes, cemeteries and places of worship in media, can lead to fear and anxiety in young people, especially if they belong to a vulnerable group. In many cases, the effect will be worse because news isn't the only place Canadian kids see hate and racism: almost half see hateful content online at least once a month, and one in six sees it every day.
A Guide for Trusted Adults is based on YWCA's consultation with Canadian girls and young women about their concerns and the issues they face online and on social media platforms and the ways they want the adults in their lives to support them.