I’m sick of it. The constant bombardment of marketing that targets my kids is really starting to get to me and I’ve had it. McDonalds this, Brats that, Checkers up the wazoo... every time we let the kids watch a favorite show (and believe me that’s rare unless it’s on PBS) they get slammed every 5 minutes with more ads for things I don’t want them to have – and they start bugging me about it.
Of course we can’t live on a deserted island, but if I want to teach my kids progressive values, keep them clear of sexist TV music or video content, or get them off on the right foot where a healthy diet is concerned, that’s pretty much what you’d need to do. As hard as we try, there ARE other influences on our children (their friends parents, classmates, kids at the park) and it’s starting to feel like a constant battle to counter those influences.
The recent study regarding preschool kids and McDonalds is just the latest chapter in this battle. Make the jump...
We all know there’s an obesity problem in our society. Sure, a corporation like McDonalds has a right to market their product. And we as parents have the responsibility to tell our precious little ones "NO". But I draw the line at the way the specifically target our young children with ads. I don’t care if McDonalds claims that they only mention chicken McNuggets, apple slices and milk in their ads – for some unknown reason (/snark) kids associate that company with burgers and fries.
Here’s what a recent Reuters article had to say about that study re preschoolers and McDonalds...
While prior studies have looked at the impact of individual ads on kids, Robinson and colleagues set out to study the overall influence of a company's brand -- based on everything from advertising to toy premiums and word of mouth.
It comes as many food and restaurant companies face pressure to cut back on marketing to children as rates of obesity among that age group continue to climb.
Robinson and colleagues conducted a taste test with a total of 63 kids aged 3 to 5 who were enrolled in a Head Start preschool for low-income families.
They were offered five pairs of foods and asked if they tasted the same or to point to the one that tasted better.
The food -- taken from the same order -- was wrapped in either McDonald's packaging or unbranded packages in the same color and style.
In about 60 percent of the tastings, the kids preferred food in the McDonald's wrapper.
"They actually thought the food tasted better," Robinson said in a telephone interview.
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"It ranged from 48 percent who chose the hamburger up to over 70 percent who chose French fries as tasting better if they thought they were from McDonald's," he said.
The kids even thought the baby carrots and milk tasted better if it was in McDonalds packaging. This study points to something we’ve known all along – this kind of marketing toward our young children works and we’re seeing the effects of it in the massive increase in rates of childhood obesity in our society.
On a similar note, NOW recently did a survey of it’s members regarding our thoughts on the media’s influence on our young children, and it also points to how the media and advertising affects our kids. As the mom of a 6 y/o daughter and a 4 y/o son, I’m becoming more acutely aware of how my kids see the world around them through the eyes of the programming, ads and print media out there. And it worries me. My daughter’s already into princess stories from the 50s, where Snow White is interested in nothing more than sewing and being useful around the house, and Cinderella’s life is made complete only after she snags herself a handsome prince. Here’s some of what NOW has to say on this subject...
"My daughter is nine. She is constantly begging to watch movies portraying women as brainless doormats. She wants to watch music videos depicting women as sex toys rather than people. She idolizes these half-naked women who are shaking their scantily-clad asses for the camera while some no-brain moron spews out degrading lyrics with a smile. Why do we as women, as mothers allow this to continue? . . . Where are the strong women role models that our daughters so desperately need? . . . Why can't we give our girls someone to look up to, someone to aspire to be like, someone to inspire them in the entertainment industry? They are few and far between. And it makes me furious," says Sue from Maryland.
In May, NOW invited moms, as well as dads, caregivers, teachers and all those who care about kids to take our Moms on Media (MOM) Survey. The questionnaire allowed participants to give feedback on raising kids in our media-saturated, pop culture-fixated society.
Participants rated a number of media trends and practices--such as violent toys and video games, sexist stereotypes in kids' TV programs and movies, and a lack of racial diversity in media for kids--based on the challenge they present to raising feminist/progressive children.
NOW tallied responses from the almost two thousand participants, who were also encouraged to share their personal opinions on the media and point out additional concerns not covered in the survey. We received an enormous number of intelligent, thoughtful, funny, passionate comments, and it's just too bad we can't share them all.
According to the survey results, the number one media-fueled challenge to raising feminist children is the sexualization of young female performers/celebrities, with 82 percent of respondents calling this "extremely challenging."
Here are the top challenges according to our survey:
Media's sexualization of young female performers/celebrities
Marketing of unrealistic beauty standards through fashion magazines and the beauty/diet industry
Video games that promote violence and negative stereotypes
Music lyrics and music videos that promote negative stereotypes and violence
Sex-stereotypes in kids' TV programs and movies
"Girls are sexualized way too early and are brainwashed into thinking that being treated like a 'ho' or sex object is a desirable thing. Boys grow up believing that such treatment is what girls want. Kids value materialism and celebrity above all else, because that is what the media glorifies," says Michele from Connecticut.
Not only do these images reinforce objectification of women, according to the American Psychological Association (APA), they also have detrimental effects on the self-image of young women.
An APA report on the sexualization of young girls comments: "Given that so few women meet the dominant cultural standard for an attractive sexy appearance, it is not surprising that a girl's chronic comparison of her own body to this impossible cultural standard would result in feelings of inadequacy and shame."
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The survey also sparked commentary on the lack of representation of girls and boys in roles that defy gender stereotypes.
Bree from Oregon expresses concern for the media's tendency to "make fun of" those children who do not conform to socially constructed gender roles: "My daughter told me she couldn't play basketball (even though she loves it) because kids would make fun of her [for] 'being a boy.'"
Boys may also be scrutinized when they do not follow male-gender roles defined by our culture. Alternately, when males portray stereotypical masculine traits, parents may be unaware of the media's powerful influence.
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"I think the prevalence of media in our society means that we need to be extremely vigilant and never miss a teachable moment. The best way to counteract the things we don't agree with is to talk to our children about them as they see them so our values get across. If we start young and are consistent it can go a long way towards diffusing the negative impact," says Amy from Iowa.
"Just say NO. My kids don't watch TV or play video games and it is the best thing that I have managed to do with them," says Beth.
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Finally, NOW suggests that everyone speak out. Write or call your local TV station, the networks or any media outlet – not just when they promote negative stereotypes of girls, but to commend them for the positive portrayals as well. The media need to hear from us, and you can find contact information for just about any outlet right now on our media action web site.
(emphasis mine)
Just say "no" is a good start. We need to do our part by not buying the crap food or sexist toys, limiting TV, keeping the family computer in a common room rather than our kids rooms - but it’s not like we can be there 24/7 to make sure our wishes are honored. What happens when you’re not around? Babysitters who turn on the TV when you’ve asked them to limit it? Spouses who do the same? Other parents who buy your kid a sugar-filled Slurpee during a play date? Friends who turn on violent video games when your kids’ visiting?
If I kept my kids away from friends whose parents are less vigilant then they’d be living in a bubble or on a deserted island most of the time. I’m learning that lesson already with another mom who’s constantly giving my kid sugar and then sending her home to us. We’ve said "we don’t give our kids sugar that often and we’d appreciate it if you’d honor that" but with this mom it goes in one ear and out the other – her daughter’s got her wrapped around her little finger! What "Sandy" wants, Sandy gets.
Corporations have a responsibility to NOT market cancer sticks & crap food to our kids. And (IMHO) they also have a responsibility to cut the crap where the sexist, violent and misogynistic TV, video, music and game content’s concerned. If we want our daughters to grow up to be self-confident, strong and real women – if we want our sons to grow up to respect the girls & women in their lives, then we need to get real about the message we’re sending them through the media they see and hear.
There are (obviously) things we as parents or concerned grown-ups can do along these lines.
We can make ourselves heard by what we buy and don’t buy.
Talk with other parents about this stuff and make sure they understand what we’re trying to do in raising our own kids – and ask them to honor that whenever the kids get together.
And use that media action page of NOW’s - media action web site. Use this handy tool to send LTEs to your local papers and TV & radio stations.
Most importantly, we need to use the word "NO" a little more often with our kids.