Childhood Consumerism And Consumption Media Essay

Childhood Consumerism And Consumption Media Essay

During the climb of consumer culture in the nineteenth century, kids and childhood were called on to fulfill a variety of important roles. In addition to being consumers themselves, the young functioned as both things to be used and consumed by adults and as evidence that middle-school materialist ventures were assisting in the forming of a more ethical society. Children likewise provided important labor and raw material for industry. However, in the current corporate world, youth customs is basically the creation of marketing experts, corporations and those interested in getting wealthy off youth through common culture. The young persons have been targeted by the big business and the advertising industry to bolster their earnings. Although mostly discussing the American circumstance, the globalization of youth customs means the results are relevant to almost all of the world. Indeed, given the global reach of such icons of American common lifestyle as MTV, McDonald’s and Coke, minimal culture is certainly immune from its result.

Unlike in past times centuries, presently kids and teens are developing up in a global made up of advertisers, advertisers and corporate giants who are doing all they are able to to drain every last dollar out of the lucrative youth market. And they are succeeding. Douglas Rushkoff press critic said;

„For today’s teenagers, a walk in the street may as well be a stroll through the mall. Everywhere they rest their eye; they’ll be exposed to a marketing message. An average American teenager will approach over 3,000 discrete advertisements in a single time, and 10 million by the time they’re 18. Kids are also consuming substantial quantities of entertainment mass media. It’s a blizzard of brands, all competing for the same kids. To win teens‘ loyalty, marketers believe, they must speak their language the very best. So they examine them properly, as an anthropologist would an exotic native tradition,“ (Mooks and Midriffs, 2006).

They spend their times browsing through reams of market research data. They conduct limitless surveys and focus organizations. They comb the streets, the colleges, and the malls, warm on the trail of another big thing, that will attract the attention of their prey, a market segment worth an estimated $150 billion a 12 months. Businesses are creating and selling preferred culture which has made teenagers the hottest consumer demographic in America. They not reflecting teen

desires, alternatively they are developing those desires in a bid to secure this lucrative market.

Not only are they selling the products nonetheless they are also dictating the market and consumer tendencies. Like Mark Crispin Miller explained, „advertising has always sold anxiety, and it really sells stress and anxiety to the teenagers. It’s always telling them they’re losers unless they’re cool“ (Merchants of cool, 2000). Corporations invest big money just to research what’s cool and what is not. The issue is, cool helps to keep changing, simply because kids continue to keep changing. And the companies struggle to keep up with the rapid changes in cool. The organization world deals with this problem not by just mapping cool, but to create great. This actually has become much of the strategy of the businesses to create amazing, while claiming to easily be reflecting cool. Thus they are no longer selling something, they are available a lifestyle. This process is done partly by doing general market trends into what teens like, afterward repackaging and re-advertising it back again to them. Internet marketers extensively interview young people to check out what they don, what they eat, what they buy, what they listen to, etc, then repackage the effects into a sellable commodity. Robert McChesney discussed:

The entertainment companies, which are a handful of massive conglomerates that own four of the five music businesses that promote 90 percent of the music in the United States-those same corporations also own all of the film studios, all of the major TV networks, all the TV stations virtually in the 10 greatest markets. They own personal all or part of each single commercial cable connection channel. They go through the teen market as part of this massive empire that they are colonizing. . . . Teens are like Africa . . . that they jj thomson atomic model‚re going to dominate, and their weaponry will be movies, music, books, CDs, Internet access, clothing, amusement parks, sports teams. That’s all of this weaponry they have to make money off of this market.

Everything on MTV is a commercial. . . . Oftentimes it’s an explicit advertisement payed for by a company to market a product. Sometimes it’s going to be a video essay in apa format for a music provider there to sell music. Sometimes it will likely be the set that’s filled with trendy clothes and products there to sell a look that will include items on that set. Occasionally it’ll be a show about an upcoming movie payed for by the studio, though you have no idea it, to hype a motion picture that’s developing from Hollywood. But everything’s an infomercial. There is no non-commercial component of MTV, (Cultural Manipulation, 2004).

Young people’s incomes continue to grow, as will their affect over their food and drink intake and personal attention use. The youth’s industry is evolving, producing stereotypical views of kids outdated. According to Global Issues;

On average children observe 25,000 to 40,000 television commercials yearly. Businesses spend about $15-17 billion marketing to children in america. $160 billion is spent annually by teens. Children (under 12) spend almost $18 billion a yr. 8-12 yr olds this category provides more influence on the market spend a lot more than $30 billion a season. The young people influence parental spending over $130-670 billion a year, (Anup Shah, 2008)

Mark Crispin Miller said: „Teenagers have problems with acute self-consciousness to begin with. Their bodies will be changing and they feel awkward and they often will be awkward. So that’s already a kind of psychological difficulty, a burden for some kids. This technique comes along and heightens that nervousness by frequently confronting every child with a sort of mirror in which you’re supposed to seem at yourself and like everything you see or not like what you see, according to whether you’ve bought the items that they’re selling,“ (interview: Tag Crispin Miller). This is due mainly to the business’s advertising approaches suggesting sexuality; beauty for women and for boys there can be an emphasis to portray them as hard.

Seeing that this has become a huge world difficulty some countries took an initiative to regulate commercials targeting teenagers. For instance in Sweden banned commercials during children’s prime time. The European Union is deliberating issues related to advertising targeting the teenagers, whether they ought to be a European wide ban or a regulation. There is an international biannual conference that is organized with aim of dealing with topics such as: childhood consumption procedures, children’s roles in the buyer decision-making process, media, intake and youth culture, public policy and press regulation. Contrary to what is happening Europe in the US business is business. Since the constitution recognizes children to have their privileges it is hard for parents to totally deal with the problem without government’s support.

The best way to deal with that is for the concerned functions, especially the government, teachers and parents join hands into educating the better ways on spending and how these thus called corporate friends will be manipulating them into spending. And since consumerism among the youth has turned into a culture it is best to approach the subject with respect if the message is to be effective.