E102 Week 24 ‘Tweenagers' and the commercialisation of childhood…
E102 Week 24 ‘Tweenagers' and the commercialisation of childhood
Chapter 11 - Kehily
expectation that we are consumers
criticism - false needs are created by advertisers 'duping' us into buying stuff unnecessarily (Packard,  1970) p.236
CCFC (2013) Campaign for commercial free childhood
vilifies marketing p.237
2-11 yr olds= 25,000+ ads p/yr p.238
commercialisation of ch is BAD
'directly contributes' to problems linked with 'modern ch'
'exploits children's developmental vulnerabilities'
'childhood obesity, eat disorders, precocious sexuality, youth violence &family stress'
CCFC portrays nostalgic/idealistic view that all was good re childhood play & innocence pre commercial world p.239
Datamonitor p.237 (market research company)
make up, clothes & accessories
9-13 = Tweens
also expensive items
tweens fastest growing spending power
influence on parent's spending!!
Gunter &Furnham(1998) 'Pester Power" p.238
Sue Palmer (2006) book "Toxic CH" - tech 25 yrs = negative impact p.239
having stuff = happiness= distorted/wrong p.240
Bailey Review (GOV.UK, 2011) too early & inappropriate sexualisation of girls p.240
CCFC & Bail Rev= focus on girls & G's clothing p.240
chicken or egg?
girl's interested in boys, fashion etc so magazines write what they are interested in. p242
want to seem grown up, p.243
helps create a
'sense of self'
Brookes &Kelly (2009) p243
Seiter (1995) children & commercial world= 'interactive' relationship . Can be 'empowering' for children p.244
Buckingham, 2011- secondary referencing secondary referencing???? p.246/7
campaigners and 'marketers' disagree
'marketers'= kids are 'media savvy'
Cook ?? p.245- children=
powerful, autonomous, self expression & manifestation of individuality
, have anxieties obvs
but brands help them enjoy life despite difficulties
but v discerning , fickle at times and fast moving with needs and tastes.(Lindstrom)
want to be heard not patronised (Lindstrom)
important: marketers would say all this so as to deflect claims they are causing untold harm !!! Buck (2011) p.246
kids do not use or identify with the term 'tween' Sorenssen (2012)p.246/7
all about perspective- children do not perceive the same things as dangerous/ risky as adults p.247
this is celebrated as 'kids are aware of clothing' but OK as the kids do not think the clothes are sexual just fashion' (Module materials do not point out that this is naive)
Buckingham Report (2010) highlights difference between 'sexual' and 'sexualisation' = latter how others objectify someone- therefore naive of girls to think OK as men will be objectifying them!! p.241
Boys= violent games, Willett (2013) p.249
PEERS = v influential (& families too)p.250
Activity 1 - Barbie
Bratz are worse!!
Activity 2 - pop videos
Annie Lennox & hypocritical record producer
Activity 3 - violent games
only for fun like 'form fighting' can differentiate between gameplay & reality