[This book report is from Media Lens- "Correcting for the Distorted Vision of the Corporate Media" www.medialens.org, please sign up to their emailed 'media alerts' to receive more info about media-related books like this one]
Introduction
Sharon Beder, visiting professor at the University of Wollongong, Australia, is one of our favourite political analysts. Her book ‘Global Spin’ (Green Books, 1997), is a devastating exposé of corporate, including corporate media, manipulation of politics and culture. Like Mark Curtis’s ‘The Ambiguities of Power,’ it is a book that defies attempts to underline the interesting bits - it’s all interesting! The title of Beder’s new book is self-explanatory: ‘This Little Kiddy Went To Market- The Corporate Capture Of Childhood.’ (Pluto Press, 2009)
Once again, this is a must-read analysis explaining how people and planet are being systematically subordinated to profit. We were so impressed by the second chapter, ‘Turning Children Into Consumers,’ that even before finishing the book we wrote to Beder asking if we could use some of it in a guest media alert. She has very kindly agreed. You can order a copy of ‘This Little Kiddy Went To Market’ at a specially discounted price from Pluto Press here: http://www.plutobooks.com/beder/ Sincere thanks to Sharon Beder and Pluto Press for letting us publish this tremendous material.
We invite you to imagine a world in which Beder’s work was “on every school curriculum”, as John Pilger recommends. Imagine if children were provided with tools of intellectual self-defence to counter the relentless campaigns of corporate manipulation. It is simultaneously depressing and heartening to consider how much happier, healthier, more compassionate our society would be as a result.
David Edwards and David Cromwell
Media Lens
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TURNING CHILDREN INTO CONSUMERS
Sharon Beder
Extracted from “This Little Kiddy Went to Market: The Corporate Capture of Childhood”, Pluto Press, London, 2009.
Children are naïve about advertising and can easily be manipulated and exploited by marketers to want and demand their products. Corporate marketers believe that overtime they can be shaped into lifelong consumers with brand loyalties and that can be profitable for decades to come. What is more, children influence family spending decisions worth hundreds of billions of dollars on household items like furniture, electrical appliances and computers, vacations, and even the family car.
Corporations began targeting their marketing messages directly to children during the 1980s, as affluent adult markets became saturated with consumer goods. Large firms established ‘kids’ departments and smaller firms specialised in marketing to children. A number of advertising industry publications were created such as Selling to Kids and Marketing to Kids Report. The academic literature began to feature studies of children as consumers. In the US the amount corporations spent marketing to children under twelve increased by five times between 1980 and 1990 and ten times more during the 1990s. In 2004 around $15 billion was being spent marketing to children.
Conferences on the best ways to market to children are held all over the world. There are also awards for the best advertisements and marketing campaigns with hundreds of entries. Much marketing to children now consists of sales promotions such as direct coupons, free gifts and samples, contests and sweepstakes, and public relations exercises such as using celebrities and licensed characters to visit shopping centres and schools. These additional forms of marketing have supplemented rather than replaced advertising as the importance of the children’s market has grown. Their aim however is the same as advertising.
The international children’s market is increasingly attractive to transnational corporations who seek to make their brands and products popular in different cultural milieus. The food industry was a pioneer in these efforts. In 1997 Brandweek magazine noted that McDonald’s was the favourite fast food all over the world and Coca-Cola the favourite drink.
To read the rest of this media alert, please go to: http://www.medialens.org/alerts/index.php
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