We Must Play Our Part Too
It seems that campaigns by lobbying groups against indiscriminate marketing to children are starting to pay off with well-known corporations agreeing to change food formulations and marketing tactics to avoid facing law suits. Kellogg’s hit the headlines just this week, click here for details http://www.commercialfreechildhood.org/settlement.htm. The Campaign for a Commercial Free Childhood (CCFC) is now targeting the gaming industry regarding violence and children with the imminent release of Manhunt 2 (which has already been banned in the UK). Another coup late last year was the CFCC’s stand against the launch of the Pussycat Dolls by Hasbro http://www.commercialfreechildhood.org/news/risquedolllimit.htm.
This is all positive and interesting stuff, however, as I say to parents in my Connecting with Children through the Noise & Clutter presentation, while these organisations are doing a great job on our behalf, it is only half of the battle won. We, as parents, have to take responsibility for what goes on in our own homes and backyards too. Here are some thoughts to ponder:
- Are we taking advantage of teachable moments to educate our children (billboard advertisements, inappropriate TV viewing etc)?
- Are we helping our children to select appropriate on-screen content?
- Are we limiting our children’s exposure to on-screen media and balancing it with real play experiences?
- Are we educating ourselves about the various media and communication channels our children are accessing or being accessed by (www.digitalads.org )
- Are we educating our children about marketing tactics? What is the marketer or advertiser is really selling and how are they doing it?
- Do these marketing messages fit in with our family values?
- Are we giving our children clear guidelines as to the unwritten ground rules that apply in our own homes (how we do things around here)?
- Are we spending enough time face-to-face with our children?
- Are we outsourcing child care or are we outsourcing actual parenting today?
- How well do we know our child? Do we know which buttons to press to engage him or her?
As a parent you are your child’s primary educator and principle purveyor of values. You are the role model and your child copies you. Are you walking your talk? Remember that we are living in the Age of the Image – children are taking their cues more from what they see than what they hear. This has huge ramifications for families for it is no longer a ‘do as I say world’, but a ‘do as I do world’. Our children are watching us. So are advertisers and marketers, who are competing for our leading role.
The world is as it is. The media and technology are not going to go away. It is a fact that we can no longer totally protect our children in a plug and play world. Today the world comes to you, with or without your permission. It interacts with your child too, much of the time with or without your permission (billboards and cellphones are good examples, for more see www.digitalads.org ). This also means that the world today is full of teachable moments. Are you going to avoid them or use them to educate and protect your child? Without a doubt, young children need to learn to discern from an extremely early age. The process of teaching your child to be discerning and media savvy is one of the ways in which you can help to keep them safe. This process starts with you, the parent – your preparedness to really engage with your child; the relationship you consciously set out to build with your child; the knowledge you acquire, and the skill with which you apply that knowledge to your parenting journey.
If there ever was a need to parent consciously, the time is NOW!
