The Commercialization of Childhood
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. Using the television set to help reinforce ideas of acceptance, happiness and health the media have tricked the kids into looking elsewhere for advice on key issues. Instead of relying on the guidance of family members and loved ones they seek out their favorite celebrity icons that television has portrayed as perfect and hot.
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. The tactics of nagging are being taught to children as young as three years of age through the use of Disney sponsored programming which show kids by example that if they nag their parents relentlessly they will get their way. Parents are portrayed as fools on kids programming especially the Disney channel networks long list of sexually charged youth based programming like Hanna Montana. These shows use stereotypes and plots that consist of the lead characters lying to their friends in order to keep some kind of secret that will protect someone’s feelings. Throughout all sitcoms lying is funny and an integral part of most story lines instead of saying it’s a lie they refer to it as a secret.
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. With at least 3 television sets per house hold in America kids are not only plugged into the massive overstimulation format presented via the boob tube but they are connect to another global media environment that uses hardware like gaming consoles and smart TV’s that connected them directly into the shared mental networked known as the world wide web. This extra sensory overload helps to clog up any neurons that might have down time to actually think of something original and express itself in some way different from that of the herd. After watching consuming kids you will think twice about sending your kids off to the movies or leaving them alone in a room with a television set that might encourage them to question your role in their life.
Below you will find links to more documentaries and videos that support the idea that TV was designed to tell you what “THEY” want you to know. The best way you can help spread the word is to repost this page on one of your favorite social networks. Thanks!
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