Media's Harmful Effects on Children

Media’s Harmful Effects on Children

In a time when media and technology are advancing faster than we can catch up, we are faced with entirely new ways of learning and communicating. Social networks, cell phones, computers, hand held computers, video games, and all types of televisions are becoming essential tools in our lives and taking over our own natural resources. With all of these new influences, how are our children affected developmentally? Are parents today allowing these technological devices, not only to take over their lives, but are they letting them hinder their children’s brain development? There is mounting evidence that prolonged unmediated media consumption is harming our children physically, emotionally and cognitively.

If I think of the word media, the image of “Ronald McDonald” pops in my head. Bright red hair and a smile encouraging me to enjoy what is inside those bright red doors…”A world of magic!” Catchy tunes and attractive characters help bring this magic to life. Beautiful children sing along with the red haired innovator persuading me to “taste” what is inside the doors. Every time I consider what is behind those doors my mouth salivates with anticipation, quickly turning into a want, but even more so a need. On the school bus from school –in south central LA- to home –in southeast LA- I counted 11 pairs of golden arches. My need for what was behind those bright red doors had to be met, and was met on many occasions. I was trapped into what the media portrayed to me, a 12-year-old girl, as “magic.”

The media wears many different faces. Television is believed to be most influential among children. America is the most media saturated society in the world and on average we spend10-12 hours a day with media (Acmevermont.org). Driving in a car alone we are exposed to billboards, radio advertisements, and vehicles converted into moving insignias. Children are even more impacted by television advertisements and the packaging of desirable products. From juice boxes to tricycles, images like “Elmo” are sprinkled all over these manufactured articles. Insalubrious foods are disguised by images of healthy, well-nurtured children. Brightly colored characters singing and dancing, lure a young audience to consume, and entice parents to consume as well.

In America today, 99% of all families have at least one television set in the household(C. Barbour). Toddlers are believed to watch on average 3.5 hours of television a day, which increases throughout their lives (The Henry J. Family Foundation). In the early twentieth century, children were not exposed to television media. Television sets arrived in our homes between the 1940’s- 1950’s. During this time children’s exposure to media rapidly increased with the introduction of, not only television, but also recorded music, videotapes, electronic games, interactive computer software and the Internet. Additionally, print media evolved into comic books and children’s magazines, and became more accessible to children during these decades(Clark). By 1952, most households that owned a television set had families with children under 12 years old. It was then that the very first television advertisement brought Mr. Potato Head, a toy made by the Hasbro Company, into living rooms across America. As a result of that television advertisement, Mr. Potato Head grossed over $4 million dollars that first year (Clark). This event changed the marketing industry forever. It was now a “big business.”

The marketing industry targets children from early on hoping to gain a customer for life, better known as the “cradle to grave” philosophy (Online). The use of chubby characters with big eyes and mommy-like voices are ways to gain a baby’s attention. These figures, such as Elmo from Sesame Street, are not only the main character in popular children’s television programs, but are the most prominent figures we see in store aisles. Sugared cereals, juices and sodas, and all other types of junk food not only are placed at a child’s eye level but also are plastered with these characters’ images. Not only do we see these characters at the grocery store, but we also see them at places like Target or Wal-Mart. Every type of children’s toy you could imagine are created, and promoted by popular children’s characters. These toys are often electronic or media based and end up leaving nothing to a child’s imagination. Children develop an attachment with these characters, yearning for their contact and they are accessible everywhere.

The amount of exposure to electronic media on a daily basis that our children experience is astronomical. In the current era, an average family will generally consist of both parents who are working full time jobs and become so entangled in their own busy lives that they grow unaware of their children’s vulnerability to media. As exposure to screen media increases, children develop a hunger for the desirable merchandise and stop at nothing to get what they want. These young consumers turn to their parents and manipulate, insisting that they “need” these products, in turn creating a consumer out of their parents. This epidemic in child driven commercialism is gaining the advertising industry trillions of dollars a year.

One example is the corporation with the trademark “Baby Einstein.” In October of 2009, the Disney Corporation was offering to give refunds to any person that bought the popular “Baby Einstein” videos (Jacob). These videos advertised that they would turn your baby into a “whiz kid” after watching them throughout their infancy(Jacob). The marketing hook used was playing classical music by composers like Beethoven or Mozart while showing different images and scenes that changed constantly. From puppets to toy cars driving on tracks to a cat licking its tail, these scenes would transmit continuously, startling the baby who was glued to the screen. Instead of creating “whiz kids,” “Baby Einstein” created babies whose nervous systems became desensitized to stimuli. They lost their startle response.

Because media is a relatively new phenomenon, and infant and toddlers exposure to media is currently on the rise, there is no way to know how it is going to affect them in the future. “This has become a vast and uncontrolled experiment on America’s babies and toddlers, and we are only on the ground floor of understanding, “ says Susan Gregory Thomas, author of “Buy, Buy Baby” (Online). The American Academy of Pediatrics recommends preventing any child from birth to 2 years from watching screen media. The Campaign for a Commercial Free Childhood found a link between early childhood television exposure and later problems with attention span(Jacob).

Another direct result of the media influence on our children is the increase in childhood obesity. The reduction of gym classes and after school activities in combination with the increase in media targeted to children is the number one reason why obesity in children is on the rise. The time children spend in front of screen media is equivalent to that of a full time job. By the time the average child is 18 years old, he or she has spent between 10,000 and 15,000 hours watching television, and has been exposed to more than 200, 000 commercials (The Henry J. Family Foundation). Most children under the age of 6 cannot distinguish between programming content and advertising(The Henry J. Family Foundation). Research has shown that the advertisements children are exposed to do impact their choice of food. Children who watch a considerable amount of television consume sodas, junk foods (foods high in sugar and fat), fast food, and fewer fruits and vegetables. According to the Centers for Disease Control (CDC) 15% of all children age 6 and older are overweight, and 10% of all children 2-5 years old are already overweight(Centers for Disease Control and Prevention).

The fast food industry will spend $3 billion this year in advertisements aimed at children. The food industry as a whole will spend $10 billion in ads and marketing aimed at young people. In 1995, the American Academy of Pediatrics (AAP) stated, “Advertising directed towards children is inherently deceptive and exploits children under 8 years of age”(American Academy of Pediatrics). In 2004, the American Psychological Association called for restrictions on advertising to children under 8(American Academy of Pediatrics). With the help of laws and policies targeted to control advertising agencies that capitalize on the vulnerabilities of our children, the fight against childhood obesity may succeed.

Violent media portrayed through television, movies, music, music videos, and video games have a monumental effect on children. Children are still in the process of shaping morals and behaviors and are being transformed by the amount of violence in our media. Children exposed to violent media, especially violent media with no consequences, become more fearful of the world, and grow to be mistrustful and are apprehensive of becoming a victim. The vulnerability of developing children, and their frequent viewing of violent media may desensitize them to violence and mayhem. In effect, they become less likely to act on behalf of the victim. Prolonged exposure may increase the acceptance of violence as a reasonable solution to solving problems. Popular media tends to glamorize violence as trends, such as guns and weapons. At the MTV Video Music Awards in 2000, Eminem was the awarded artist, whose songs contained graphic lyrics about rape and murder(American Academy of Pediatrics). Gun violence is now the leading killer of adolescences. Each year 3500 adolescents are murdered and more than 150,000 are arrested for violent crimes(American Academy of Pediatrics). A 13%-22% increase in adolescent violent behavior has been proven to be a result of augmented use of violence in video games(American Academy of Pediatrics).

A rating system has been designed to rank the appropriateness of media for children. The ratings, however, are determined by industry- sponsored rating boards or the artists themselves. 50% of television shows rated PG-13 are still inappropriate for teens, making the media rating system difficult to use. According to the American Academy of Pediatrics, 68% of parents of 10-17 year olds don’t use the rating system at all, and only 10% check ratings of computer and video games, making ratings an unreliably low standard of judgment(American Academy of Pediatrics).

In summation, a massive experiment on our nation’s children is taking place. The media impacts children’s cognitive development, emotional development and health. Our society is being affected by these changes in children caused by the media, therefore, changes in our parenting needs to occur. Monitoring what our children watch is the first step to reshaping the consequences that are transpiring. Developing the media literacy of parents is a way for them to learn and teach the affects of the media to their children. If parents encourage their children to become critical thinkers, and their children are able to challenge the media’s content, then positive change is possible.

Bibliography

Acmevermont.org. Media Literacy. 2007 йил 14-September. 2010 йил 5-May .

American Academy of Pediatrics. Media Violence. 2009 йил 1-November. 2010 йил May .

—. Prevention and Treatment of Childhood Overweight and Obesity. 2010. 2010 йил May .

American Psychological Association. The Impact of Food Advertising on Childhood Obesity. 2010. 2010 йил May .

C. Barbour, N.H. Barbour, P. A. Scully. Media Influence on Children. 2008. Pearson Allyn Bacon Prentice Hall. 2010 йил May .

Centers for Disease Control and Prevention. Childhood Overweight and Obesity. 2008. 2010 йил May .

Clark, Laura Blackwell. Influence on Children Media- History of Media for Children, General Considerations, Studies of Media Influence, Domains of Influence, Recommendations. 2010 йил May .

Jacob, Mira. The great Baby Einstein Scam. 2009 йил 26-October. Yahoo. 2010 йил May .

Online, CBS News. Eye to Eye: Marketing to Kids (CBS News). 2007 йил 14-May. .

The Henry J. Family Foundation. The Role of Media in Childhood Obesity. Washington DC, 2004.