Child Marketing as a Social Problem
Laura Pagliaro
SOCI 1000U
Dr. Timothy MacNeill
University of Ontario Institute of Technology
Since the introduction of digital media, marketing to children has become only more prevalent. Realized or not, everyone is affected by this targeted marketing -- even adults. Although there is undoubtedly more marketing today compared to previous decades, the majority of it goes unnoticed (Snyder & Jevons & Henderson & Gabbott & Beale, 2011, p. 33). Nairn (2009) argued that in recent years, it has only been more difficult for children to decipher the difference between entertainment and advertisement. Although it may seem like it is easy to place blame on the parents of the affected children, …show more content…
Snyder et al (2011) suggests that early childhood educators play the largest role in helping children make sense of the real world versus the world that is marketed to them. As well, the more children know about marketing earlier on, the more benefits they will be able to take away from it (p. 34). Although fixing this social problem is difficult, the most important thing to tackle first is ensuring that everyone, including parents, have a better awareness of the ways their children are marketed to on a daily basis (ACMA, 2009, as cited in Snyder et al, 2011, p. 34). Moreover, solving the issue of child marketing will be difficult, as the marketing firms are always one step ahead of the institutions trying to eradicate them. As much research that is put in to stopping child marketing, as much, if not more, is put into making it harder to avoid (Grant & Stephen, 2005, as cited in Snyder et al, 2011, p. 34). Where institutions such as the school may work to ensure that children are kept away from marketing as much as possible, their efforts go to waste as school transit is often sponsored by marketing for junk food (Nairn, 2009, p. 55). As well, Nairn (2009) states that although there are rules put in place to limit the marketing in schools, the rules are nothing substantial and they are very easy for marketing firms to work around. It is suggested that more pressure needs to come from the parents in making decisions about the limits regarding what marketing is put through schools p. 55-56). Where going to school is an agent of socialization, the children should generally be taught what is appropriate behavior in society and so on. However, with so much marketing everywhere the children look, it is equally as important that educators monitor that children are being taught how to not be solely a consumer (Nairn, 2009, p. 58). It may
Laura Pagliaro
SOCI 1000U
Dr. Timothy MacNeill
University of Ontario Institute of Technology
Since the introduction of digital media, marketing to children has become only more prevalent. Realized or not, everyone is affected by this targeted marketing -- even adults. Although there is undoubtedly more marketing today compared to previous decades, the majority of it goes unnoticed (Snyder & Jevons & Henderson & Gabbott & Beale, 2011, p. 33). Nairn (2009) argued that in recent years, it has only been more difficult for children to decipher the difference between entertainment and advertisement. Although it may seem like it is easy to place blame on the parents of the affected children, …show more content…
Snyder et al (2011) suggests that early childhood educators play the largest role in helping children make sense of the real world versus the world that is marketed to them. As well, the more children know about marketing earlier on, the more benefits they will be able to take away from it (p. 34). Although fixing this social problem is difficult, the most important thing to tackle first is ensuring that everyone, including parents, have a better awareness of the ways their children are marketed to on a daily basis (ACMA, 2009, as cited in Snyder et al, 2011, p. 34). Moreover, solving the issue of child marketing will be difficult, as the marketing firms are always one step ahead of the institutions trying to eradicate them. As much research that is put in to stopping child marketing, as much, if not more, is put into making it harder to avoid (Grant & Stephen, 2005, as cited in Snyder et al, 2011, p. 34). Where institutions such as the school may work to ensure that children are kept away from marketing as much as possible, their efforts go to waste as school transit is often sponsored by marketing for junk food (Nairn, 2009, p. 55). As well, Nairn (2009) states that although there are rules put in place to limit the marketing in schools, the rules are nothing substantial and they are very easy for marketing firms to work around. It is suggested that more pressure needs to come from the parents in making decisions about the limits regarding what marketing is put through schools p. 55-56). Where going to school is an agent of socialization, the children should generally be taught what is appropriate behavior in society and so on. However, with so much marketing everywhere the children look, it is equally as important that educators monitor that children are being taught how to not be solely a consumer (Nairn, 2009, p. 58). It may