Consuming Kids
Consuming Kids
Consuming Kids
FOUNDATION
STUDY GUIDE
CONSUMING KIDS:
THE COMMERCIALIZATION OF CHILDHOOD
CONTENTS
NOTE TO TEACHERS PROGRAM OVERVIEW INTRODUCTION Key Points Discussion Questions THE FLOODGATES OPEN Key Points Discussion Questions Assignments BY ANY MEANS NECESSARY Key Points Discussion Questions Assignments UNDER THE MICROSCOPE Key Points Discussion Questions Assignments BRAND NEW WORLD Key Points Discussion Questions Assignments CRADLE TO GRAVE Key Points Discussion Questions Assignments REWIRING CHILDHOOD Key Points Discussion Questions Assignments OUR FUTURE Key Points Discussion Questions Assignments ADDITIONAL RESOURCES
MEDIA EDUCATION FOUNDATION | www.MEDIAED.org
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2008
NOTE TO TEACHERS
This study guide is designed to help you and your students engage and manage the information presented in this video. Given that it can be difficult to teach visual content and difficult for students to recall detailed information from videos after viewing them the intention here is to give you a tool to help your students slow down and deepen their thinking about the specific issues this video addresses. With this in mind, weve structured the guide so that you have the option of focusing in depth on one section of the video at a time. Weve also set it up to help you stay close to the videos main line of argument as it unfolds. The structure of the guide therefore mirrors the structure of the video, moving through each of the videos sections with a series of key summary points, questions, and assignments specific to that section. Key Points provide a concise and comprehensive summary of each section of the video. They are designed to make it easier for you and your students to recall the details of the video during class discussions, and as a reference point for students as they work on assignments. Discussion Questions provide a series of questions designed to help you review and clarify material for your students; to encourage students to reflect critically on this material during class discussions; and to prompt and guide their written reactions to the video before and after these discussions. These questions can therefore be used in different ways: as guideposts for class discussion, as a framework for smaller group discussion and presentations, or as self-standing, in-class writing assignments (i.e. as prompts for free-writing or in-class reaction papers in which students are asked to write spontaneously and informally while the video is fresh in their mind). Assignments for each section encourage students to engage the video in more depth by conducting research, working on individual and group projects, putting together presentations, and composing formal essays. These assignments are designed to challenge students to show command of the material presented in the video, to think critically and independently about this material from a number of different perspectives, and to develop and defend their own point of view on the issues at stake.
PROGRAM OVERVIEW
Consuming Kids throws desperately needed light on the practices of a relentless multi-billion dollar marketing machine that now sells kids and their parents everything from junk food and violent video games to bogus educational products and the family car. Drawing on the insights of health care professionals, children's advocates, and industry insiders, the film focuses on the explosive growth of child marketing in the wake of deregulation, showing how youth marketers have used the latest advances in psychology, anthropology, and neuroscience to transform American children into one of the most powerful and profitable consumer demographics in the world. Consuming Kids pushes back against the wholesale commercialization of childhood, raising urgent questions about the ethics of children's marketing and its impact on the health and well-being of kids.
MEDIA EDUCATION FOUNDATION | www.MEDIAED.org
This study guide may be reproduced for educational, non-profit uses only.
2008
Discussion Questions
1) How have childrens purchasing power and influence increased, and why? 2) What factors would you attribute to children spending more time with media? What do you think childrens heavy media use might be taking away from? Do you see reasons for concern? 3) How have new technologies like the internet, iPods, cell phones, and 24-hour childrens TV programming made children more available and vulnerable to commercial messages? 4) Do you think its reasonable to believe that people can be transformed, from the earliest ages, into life-long consumers? Do you feel that there are, or should be, societal or moral reservations about marketers approaching children at such early ages?
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Discussion Questions
1) According to the film, how does marketing to children today differ from the 50s, 60s, and 70s? Can you think of other ways it may have changed? 2) How has deregulation contributed, specifically, to these changes in marketing? 3) What do you think it is about kids, specifically, that makes them such a ripe demographic for marketers? 4) Do you feel the Federal Trade Commission should be in the business of regulating unfair and deceptive marketing to children? How about marketing to children, more generally, whether its deceptive or not? 5) With the increase and growth of media-linked toys and products, there has been a rapid growth in childrens consumption. Do you think we should be concerned about this? Why or why not? Is there special reason for concern regarding the use of licensed characters to sell junk food and other products to children?
Assignments
1) In 1984, Ronald Reagan deregulated childrens television. This was not a surprise, given his overall economic philosophy. Four years prior to deregulation, upon taking office, he had famously declared, Government is not the solution to our problems. Government is the problem. And it is this conservative economic philosophy that continues to justify lax government oversight when it comes to advertising to kids today. With this philosophy in mind, prepare an argument for or against the conservative belief that government should stay out of the way of child marketers. Draw up a list of key reasons you think this reasoning is either sound or wrong, and put together the most persuasive case you can against the best arguments on the other side. 2) Research the Federal Trade Commissions proposed ban on marketing to children in the late 1970s. What were the circumstances that led to the proposed ban? Who opposed the ban? What were their reasons for opposing it? What was the argument for regulation? What was the argument for deregulation? How, specifically, did the resolution end up affecting childrens media as we know it today? 3) Think of a popular childrens program today, and draw up a list of all the products linked to that program. Then think of a program you watched as a child and the toys and games you played with. Do you see any differences between then and now? Between the number, or kind, of products out there today compared to when you were a kid?
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Discussion Questions
1) How does branding beloved childrens characters serve the interests of marketers? How does this process work, specifically? What kind of psychological, social, or behavioral impact do you think this might have on the targeted child? 2) What is the difference between product placement and regular advertising? In your view, does product placement in childrens films, family programs, or video games qualify as deceptive advertising? 3) In what new ways might new technologies, like the internet and cell phones, be making children more vulnerable to advertising? Do you see these advertising tools as somehow different from advertising vehicles used in the past (like television, radio, and billboards)? Explain what you mean, specifically.
MEDIA EDUCATION FOUNDATION | www.MEDIAED.org
This study guide may be reproduced for educational, non-profit uses only.
2008
4) Do you feel the government should oversee and regulate these advertising methods, and place some limits on advertisers? If so, why? And what types of regulations do you think could fairly be put in place? If not, why not? Why might you support regulations in other areas (regulations against children drinking, smoking, etc.) but not in this case? 5) According to the film, and your own understanding of this phenomenon, what factors have contributed to the increasing commercialization of our schools? How do you think the presence of advertising in schools relates to the overall mission of public education? Can a case be made that it somehow strengthens and advances the goals of public education? Can a case be made that it fundamentally contradicts and undermines these goals?
Assignments
1) Choose one of these childrens movies: Sleepover, Zoom, Aquamarine, Agent Cody Banks 2, Shark Tales, Herbie: Fully Loaded, or some other recent childrens movie. Watch the film and identify any examples of product placement you come across (it may be visual or verbal product placement). Write down your findings, summarizing the example and the context in which it occurs. Now put yourself in the position of a child watching this film and seeing these particular scenes. Write up an analysis of how you think this kind of advertising might affect you, consciously or unconsciously. Do you think you would notice the product placement? Would it matter whether you did or didnt? Why or why not? How do you think this sort of thing might affect your desire to buy the product being placed? As you think about this marketing practice, do you feel there is something about children, in particular, that might make them especially vulnerable to these kinds of advertising appeals? 2) Explore a virtual world thats popular with kids: Webkinz, Club Penguin, Neopets, Nicktropolis, or another website where kids gather. Look around the site, then write up a report describing any examples of advertising or branding or product placement you see. Talk about the extent to which product placement and branding are foregrounded or used as a backdrop to the regular activity on the site. And analyze how you think this kind of marketing might affect a child who visits this site.
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Discussion Questions
1) How do you think the contributions of psychologists, anthropologists, sociologists, and other behavioral scientists have affected marketing to children? Do you think that youth marketing would be as successful without these new intrusive research methods? Why or why not? 2) Do you feel that advanced research techniques exploit childrens vulnerabilities, by definition, or do you think a case can be made that marketers are simply trying to find out what kids want in order to better meet their needs and desires? 3) Do you think this kind of market research is ethical? Professionally responsible? Why or why not, specifically? 4) Do you agree that marketing schemes like The Girls Intelligence Agency undermine or exploit important relationships in childrens lives? 5) When asked about the ethics of marketing to children, Lucy Hughes, a child marketer, responds that she is just doing her job. Should child marketers and corporations have to address the ethical side of marketing to children? Should they be held responsible for the potentially negative consequences of their professional approaches? If not, why not? If so, why? On what grounds? And by whom?
Assignments
1) Go online and download brochures and other materials from some youth marketing conferences (Kidscreen, KidPower, etc.). Read through the descriptions of the presentations and workshops, and research the topics (ex. Internet Caf: Engage with Kids through Online Branded Entertainment). Then write a summary and analysis of what you find describing what you see as the most interesting offerings, and providing your own personal reactions. 2) You are a journalist, and your assignment is to interview a child marketer for a piece on how childhood has become increasingly commercialized. Come up with a list of questions and potential follow-ups for the interview.
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Discussion Questions
1) One of the dominant themes of childrens marketing today is the selling of cool, as marketers have shifted from the selling of products to the selling of emotional meanings tied to brands. How do you think marketers draw on or play into kids normal social interactions with their peers in order to make their appeals effective? 2) Do you think these advertising appeals might, in turn, end up affecting the way kids actually interact? If so, how? Do you see evidence of that in your own life? 3) How does the marketing of cool and other expensive branded products correlate with kids attitudes toward money, status, and materialism? 4) What types of values are being sold to children in commercial culture? What role do you think marketing has played in shaping childrens values and aspirations? 5) What are the effects of material values on children, their relationships, and society more generally? 6) Are the values and messages that marketers tend to push at odds with the kinds of values we expect parents to instill in kids? Do you think this might make parents job more difficult? Might it complicate the common claim that its up to parents and nobody else to make sure kids are looked after and cared for as much as possible? Explain.
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This study guide may be reproduced for educational, non-profit uses only.
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2008
Assignments
1) View some childrens ads for food and toys from the 1940s through the 1960s. (A good place to start with this is on YouTube or at www.retrojunk.com.) Next, view some current childrens ads on Nickelodeon, Cartoon Network, or any other network with programming for children. Analyze the ads from the past in relation to the ads from today. Summarize what you see, note any differences that you find striking, and write up anything you find especially interesting or important. More specifically, do you notice any shift in the ads, as the film suggests, from exaggerating product characteristics to a more symbolic form of advertising? If so, give examples and explain. 2) Watch some childrens programming, advertisements, and/or movies, and think about the predominant values that are being conveyed. Give some specific examples of how these values are communicated and portrayed. Do the values and messages you detect seem to differ based on gender; in other words, based on whether theyre targeted at young girls or young boys? If so, in what ways? 3) Spend some time with a child or children in your life, and ask them what programs they watch and how much time they spend each day with media. Talk to them about some of their favorite actors or characters, and about why they like them. Next, ask about their aspirations. What do they want to be when they grow up, and why? What or who has influenced their decisions? Also, ask them how they feel about money. Do they have money? Do they save money? What types of things do they spend their money on? 4) Later, reflect on your conversation and the kids responses. Most importantly: do you feel you can make a correlation between the role media has in their lives and their responses to your questions? Why or why not? Write a paper exploring these questions.
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Discussion Questions
1) What are some specific examples of age compression? What do you see as some potential risks or threats posed by this strategy to childrens health and well-being? Why do you think marketers use this tactic? 2) As marketers continue to sell their products down the age scale, what gendered messages are young girls and boys receiving about what it means to be a man or a woman? How are gender stereotypes commercialized in childrens media and toys? What impact does this have on childrens play, and on how kids shape their identities and understanding of the world? 3) Do you see reasons for concern with the branding of babies? Why do you think marketers are so keen on making character and/or brand associations so early in life? 4) Think about products or characters you were exposed to at an early age. How do you feel about those characters now? Would you purchase products with those characters for your own children? Do you feel there is a difference now? Why or why not?
Assignments
1) Spend some time watching childrens media and other kinds of commercial messages targeted at kids, and note how these messages are gendered. Create a log of what you see, with separate columns (or sections) for descriptions of ads and messages that seem to be targeted at both girls and boys. When youre finished compiling these descriptions, analyze your data. How are the ads for young girls products and ads for young boys products different from each other? Are there differences in the products advertised? The colors used or the themes? What are the gendered messages in these ads? What effect do you think these ads might have on a childs identity? What effect might they have on the way children play and form relationships with one another? 2) Visit your local food store, department store, or Babies R Us. Explore the infant and toddler sections, where youll find diapers, bottles, clothes, bedding, etc., and make note of what you see. Analyze your findings. And as you do, for guidance, consider the following series of questions: How much of the baby paraphernalia you came across was branded with media characters or logos? Were there products that were free of media characters or noticeable brands? In cases where the products carried likenesses of characters, what kind of relationship do you think the children have with those specific characters? What do you think these relationships are based on? In turn, how do you think these characters help strengthen the relationship between the parent company (Walt Disney, Nickelodeon, etc.) and the child? If children as young as six months of age can recognize brands, how may early exposure to brands lead to what marketers call cradleto-grave brand loyalty? And finally, on a more personal level, do you support character licensing on infant products? Why or why not?
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Discussion Questions
1) Although the American Academy of Pediatrics recommends that children under 2 years old should not be exposed to any screen media, we have seen an explosion in the amount of infant programming and DVDs purporting to be educational. What factors would you attribute to the rise of this new market? What are the potential concerns about media use among very young children? 2) Since scientific research evidence suggests that children under the age of 30 months cannot learn anything from an electronic screen and that, in fact, watching screens may be harmful to the developing brain do you feel it is irresponsible for the creators and promoters of infant DVDs and television programs to encourage parents to expose their children to media at such an early age? Do you feel there should be regulations on this kind of thing, especially on industry claims? Why or why not? 3) Why is play important? In what specific ways are media threatening childrens play? How, precisely, are childrens play and creativity limited and threatened by media exposure, commercial programming, and character tie-ins? 4) Childrens consumption levels are rising at an alarming rate. What impact will rampant consumerism have on childrens well-being and on society as a whole? Is there reason for concern? Are there environmental concerns attached to childrens consumption?
Assignments
1) Watch an infant DVD (for example, Baby Einstein or Brainy Baby), and write out your reactions as you watch. Describe what you see, and give your reactions to it. What are your thoughts about the content of the DVD? Is it what you expected? Do you see why people might think its educational? Do you see why studies have shown that it isnt? 2) Read chapter four, Endangered Species: Play and Creativity, from author Susan Linns book Consuming Kids: The Hostile Takeover of Childhood. Based on that chapter, and the film, write a response paper that answers the question: Why do children need free play? Why is play essential to childrens mental health and creativity? How do media linked toys and commercial media more generally threaten childrens play?
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Discussion Questions
1) Dou you feel the First Amendment should protect corporations and the youth marketing industry? Why or why not? 2) What role and responsibility do you feel parents should have when it comes to addressing the commercialization of childhood? Is it fair to expect them to cope, on their own, with a billion dollar industry? Or should there be policies in place that help parents protect children from marketing? 3) Why do you think the U.S. government has not taken an active role in protecting children from commercial culture? Do you see a difference between this issue and child labor laws or laws mandating that children wear bike helmets or protect children from the marketing of tobacco? 4) Do you feel that voluntary guidelines, or so-called self-regulation, by the youth marketing industry offers enough protection for children? Are self-regulations working? Or do you see a need for stricter policies and regulations that limit marketing that directly targets children? 5) How has childrens media led to measurable declines in childrens health? What correlations or connections can be made? Should the commercialization of childhood be considered a public health problem? 6) Do you agree that we have become a nation that places a lower priority on teaching our children how to thrive socially, intellectually, even spiritually, than on training them to consume? Explain why or why not. 7) Where do we go from here? What are some ways that a less commercial childhood experience can be constructed? What actions need to be taken and on what levels?
Assignments
1) Research what other countries are doing with regard to marketing to children. What policies are in place in other countries to protect children from commercial marketing? How and why were these policies created? Could these policies come to fruition in the United States? Why or why not? 2) Research obesity, diabetes, anxiety, depression, and attention deficit hyper-activity disorder. See if you can confirm the films claim that there are links between these ailments in children and their exposure to media. 3) Do some research into the First Amendment, looking specifically at how it has been interpreted in case law to protect corporate media and so-called corporate speech. Then prepare a paper or a presentation in response to this question: Is corporate speech free speech, even when it comes to the corporate targeting of kids?
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This study guide may be reproduced for educational, non-profit uses only.
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NO: Why Kids of All Ages Need to Hear It and Ways Parents Can Say It By David Walsh PACKAGING GIRLHOOD: Rescuing Our Daughters from Marketers Schemes By Sharon Lamb & Lyn Mikel Brown REMOTE CONTROL CHILDHOOD: Combating the Hazards of Media Culture By Diane Levin SELLING OUT AMERICAS CHILDREN: How America Puts Profits Before Values and What Parents Can Do By David Walsh SO SEXY SO SOON: The New Sexualized Childhood and What Parents Can Do to Protect Their Kids By Jean Kilbourne & Diane Levin TAKING BACK CHILDHOOD: Helping Your Kids Thrive in a Fast-Paced, Media-Saturated, Violence-Filled World By Nancy Carlsson-Paige TOXIC CHILDHOOD: How the Modern World is Damaging Our Children and What We Can Do About It By Sue Palmer PARENTING, INC.: How We Are Sold on $800 Strollers, Fetal Education, Baby Sign Language, Sleeping Coaches, Toddler Couture, and Diaper Wipe Warmers And What It Means for Our Children By Pamela Paul WHAT KIDS REALLY WANT THAT MONEY CANT BUY: Tips for Parenting in a Commercial World By Betsy Taylor
For more resources, including links to organizations and articles, please visit: http://www.mediaed.org/wp/commchildren-resources
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