Throughout the years, the youth culture has been influenced by the media. Children and teenagers have been exposed to too many ads, causing them to believe that “life is about getting and spending”.
Nowadays it is common to hear a child complaining about how he dislikes his IPad cover because it is not his favorite color or how he has a tablet but not a cell phone. Kids have become consumerist, dependent of the products sold by the media. This is shown in the documentary “Consuming Kids: The commercialization of kids” (2001) produced by The Media Education Foundation. The film focuses on “the explosive growth of child marketing in the wake of deregulation”, demonstrating this way how media has been using specific techniques to attract one of the most profitable consumers; throughout the time. It …show more content…
This is evident when the Media Education Foundation, presents the following report: “The Chicago kindergartners are around a school trip, but the animals that are going to see aren't in the zoo” (Foundation, 2001). This quote shows how educational institutions have taken the advantage of the facilities given by the advertisement industries. In this case, the Chicago kindergartners are being indoctrinated to believe that they can interact with zoo animals in a shop, rather than in a real zoo. This is explicit when she mentions: “but the animals that are going to see aren't in the zoo". Moreover, in order to honor the contract of the sponsors, schools have the obligation to promote their brand in an educational way (at it is shown in the report). However, it needs to be taken on count how kids become more consumerist, by believing they are allowed to spend as much as they want; all because it is part of their medium and of the capitalistic world in which they are
Nowadays it is common to hear a child complaining about how he dislikes his IPad cover because it is not his favorite color or how he has a tablet but not a cell phone. Kids have become consumerist, dependent of the products sold by the media. This is shown in the documentary “Consuming Kids: The commercialization of kids” (2001) produced by The Media Education Foundation. The film focuses on “the explosive growth of child marketing in the wake of deregulation”, demonstrating this way how media has been using specific techniques to attract one of the most profitable consumers; throughout the time. It …show more content…
This is evident when the Media Education Foundation, presents the following report: “The Chicago kindergartners are around a school trip, but the animals that are going to see aren't in the zoo” (Foundation, 2001). This quote shows how educational institutions have taken the advantage of the facilities given by the advertisement industries. In this case, the Chicago kindergartners are being indoctrinated to believe that they can interact with zoo animals in a shop, rather than in a real zoo. This is explicit when she mentions: “but the animals that are going to see aren't in the zoo". Moreover, in order to honor the contract of the sponsors, schools have the obligation to promote their brand in an educational way (at it is shown in the report). However, it needs to be taken on count how kids become more consumerist, by believing they are allowed to spend as much as they want; all because it is part of their medium and of the capitalistic world in which they are