The effect of media on today’s youth


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The effect of media on today’s youth

  1. 1. McDonald's Commercial 2013 - Holding Hands
  2. 2. The effects of Ads on Children: Part 1 Neopets Game The effects of Ads on Children: Part 2 Motorola - Megan Fox - Super Bowl Ad 2010 The effects of Ads on Children: Part 3
  3. 3. “Access to media seems to accelerate the problem with more children being aware of, and seeking to emulate the “grown-up” dress, behavior, and values of teens and young adults on the Internet, TV, movies, music, print, etc.” ( 2007/01/22/growing-up-faster…and- less-equipped/)
  4. 4. “Most little girls feel the pressure, often brought on by the media they watch, to look and act more like older teenagers.” (Girls Speak Out, January 2000) The media is pushing girls to look, dress, and act much older than they are.
  5. 5. -Shorter shorts (some of them actually go up on the sides like underwear!) -shorter shirts that allow you to see the belly button -Lower cut shirts in the front to show cleavage -Skimpier bathing suits -Cursing in language -Talking about sex -Etc… -WHY the change?
  6. 6.  “High School Musical, the Disney movie series which features fashion, teenage crushes and the perils of high school life, has spawned dozens of spin-off products which appeal to toddlers, prompting psychologists to warn that Disney is taking the innocence out of childhood.” -The Telegraph (2008)  Nowadays, "programs aimed at my daughter feature kids twice her age," complains Lisa Rinkus, mom of a 9-year-old -shows like “Hannah Montana” are about teenagers but geared for ages starting around 7  This exposes kids to themes that are too mature for their own age level!
  7. 7. The hit show opened up many people’s eyes to the reality of the modern child pageant and some people’s distorted view on childhood beauty.
  8. 8. Modifications Include: -Fake Tan -Flipper (fake teeth) -Hair Extentions -Extensive Make-up -Fake Eyelashes -Expensive glitzy and short dresses
  9. 9. According to People magazine… “Footage of 3- and 4-year-olds dressed in overly adult costumes (like Dolly Parton, complete with padded breasts, or Julia Roberts's streetwalker from Pretty Woman hit the airwaves, [and] viewers and pageant skeptics have been expressing horror at an industry that is now accused of "sexualizing" young girls.” … check this out and see what they are talking about.
  10. 10. Music videos, movies, reality shows, beer ads, online porn, prostitutes in video games, sexy doctor shows. Sex is everywhere. And studies show that the more sexual content kids watch and listen to, the earlier they're likely to have sex themselves (
  11. 11.  A 2005 Kaiser Family Foundation report found that the proportion of programs with sexual content rose from 54 percent to 70 percent between 1998 and 2005. (family circle)  This means that today’s youth is being exposed to more and more sex at a younger age…
  12. 12. The Parents Television Council research shows that on a per-hour basis, sexual material is: › more than three times as frequent in '99 as it was in '89. › references to genitalia were more than seven times as frequent in '99. “There is virtually nothing our children can't see and hear in the privacy of their own bedrooms.” (center for parent/youth understanding)
  13. 13.  “Many parents don't feel it is appropriate for their child to be thinking or talking about issues like sexual development and relationships at such an early age. When parents are not willing to engage their children on these matters, kids will often turn to the media for answers to their questions about life.” (center for parent/youth understanding)  “But in 2005, out of 68% of TV shows that showed steamy sexual content, only 15% discussed risk and responsibility.” (
  14. 14.   This video has some great examples
  15. 15. Gender: Term for the condition of being male or female or neuter. Sex refers to the biological aspects of male and female. Gender implies the cultural, social, behavioral and psychological aspects. Identity: 1. These are the personal qualities that a person has and displays to others consistently that they part of your essential self. 2. Collective self- theory. These are the social psychological concepts of personal and interpersonal factors. People will favor an in-group as it is part of their identity. Gender Role: The pattern of behavior, personality traits and attitudes defining masculinity or femininity in a certain culture. Determined by upbringing that may or may not conform to a person's gender identity. Gender Identity: The recognition of being male or female resulting from a combination of biological and psychic influences, family attitudes and cultural attitudes.
  16. 16. Femininity: A person in possession of social and role behaviors that are presumed to be characteristic of a girl or woman, as contrasted with femaleness, which is genetically determined. Masculinity: Behaviors and characteristics which are typically associated with the male gender and manliness. Gender or sex role stereotype: The socially determined model which contains the cultural beliefs about what the gender roles should be. It differs from gender role in that it tends to be the way people feel 'others' should behave. Sex Typing: Refers to the differential treatment of people according to their biological sex.
  17. 17. Studies generally “show a high level of sex-role stereotyping among young children...Even very young children can distinguish between genders. Preschool children, for example, associate high power adjectives with boys such as being strong and fast, as well as aggressive and cruel to males, while adjectives such as needs help, cries a lot, affectionate, and nice are attributed to girls.” *1+
  18. 18. There’s no doubt that most advertisements use gender- role stereotyping to reach their desired demographic. But when this advertisement method is applied to children, who have not yet fully developed their identity, it can be confusing for them. If the child doesn’t conform to the societal norm, and they know it, they will feel like there is something wrong with them, which isn’t true. “Marketers encourage sex role stereotyping by creating gender specific products, such as Mattel’s Barbie and Hasbro’s G.I. Joe.” [1]
  19. 19. Perhaps a little girl wants to play with a truck, ad a little boy wants to play with dolls? But because of advertising in the media, and other influences in their lives, they might feel this is wrong or unclear because media and advertisements play into subscribed gender roles or sex-typing. “Advertisers are attempting to socialize their child viewers into accepting some sex-typed activities and behaviors in order to sell their products.” *3+
  20. 20. Television teaches children a lot of material about sex-typed behaviors because it demonstrates easily distinguishable stereotypes into the children’s own home. A particularly worrying statistic is that during their viewing, “children aged between two and eleven years of age are exposed to approximately 150 to 200 hours of television advertising each year.” *2+ As a result, children who watch more television have more sex-typed attitudes. In fact, a study “reports a natural experiment comparing children in towns with and without television, which shows distinct differences in sex-typed attitudes in the differing towns. She discovered that prior to the introduction of television in a town, children had low perceptions of sex-typed roles in comparison with nearby towns that had television. Two years after the introduction of television, there was no difference among the towns’ children’s perceptions of sex roles.” [3]
  21. 21. Gender stereotypes can limit a person’s dreams because of self-fulfilling prophecies. Stereotype examples: On television, doctors are usually men and nurses are usually women. What message is this sending? That these imbalances are based on gender as a professional hierarchy. This sends a message saying being a Doctor reflects masculinity because they are more professionally capable, they are more important, represent a position of power, require more schooling, and make more money. This sends a message saying being a Nurse reflects femininity because they are less professionally capable, they are less important, they take orders from male bosses, are considered “nurturing” or “motherly,” and make less money.
  22. 22. Because children see these stereotypes portrayed in the media, they replicate it, and it’s sad. A little girl I once interviewed on this subject for a Child Psychology class said, “I want to be a doctor when I grow up, but I can’t because I’m a girl, and girls are the nurses.” If this little girl really wanted to become a doctor, she probably would be told later in school the myth that “Boys are better at math and science than girls.” I remember always hearing that as a child. If she believed that myth, which we usually do when we are children, then her math and science scores would actually go down. This would happen because the myth she subscribed to became a self- fulfilling prophecy. This would certainly discourage her even more from following her dream becoming a doctor, because being a doctor requires that you are mathematically and scientifically efficient.
  23. 23. One very prevalent stereotype in Children’s media is the representation of gender in parental figures. The dad demonstrates masculinity by wearing a suit and goes to work in the morning, comes home, eats dinner with the family and goes to bed. The mom demonstrates femininity by doing all household chores, shopping, child care, cooking, cleaning, laundry, etc. If you actually compared the amount of work and skill between the father and mother, the mother is more skilled because of all the things she has to know about children and household duties in order to be a “homemaker.” The mother also puts in way more hours than the husband throughout the day. If a mother was to actually be paid as a “homemaker” for the amount of time she works and puts into each skill needed, she would actually make way more money than her husband. But actually, today, parents are more likely to both have jobs and both do household chores, but this isn’t represented accurately on television.
  24. 24. “Advertisers appear to be continuing to use the interactions depicted in their advertisements to frame consumption in accepted or desired social roles. In the case of advertisements targeted toward children, the social roles are gendered consumers. If children want to be good (or socially accepted) girls and boys, then they will want the gender appropriate products and they will relate to one another in the appropriate (gendered) manner as depicted in the commercials.” *3+
  25. 25. “Results indicate a link between the viewing of television and gender stereotyped behavior, and between a child's cognitive developmental and the impact that gender-related television has. If this is true, then the cognitive level that the child is at, will influence how he or she will adopt gender roles, and the likelihood of the children adopting them as a result of watching television. [Children] who lack understanding and information in an area, can be considered to be more likely to look to television in order to find that information, and furthermore, as a result, they will be more vulnerable to its portrayals. From this argument then, if television portrays biased or stereotyped gender roles, then that is what such a child will be likely to adopt.” *3+ This adoption of gendered stereotypes creates personal qualities that a child has and displays to others consistently that they part of your essential self. This isn’t a good thing, and advertisement needs to change.
  26. 26. [1] 32_93.pdf [2] html [3] pes.pdf All definitions provided by
  27. 27. As technology advances we rely more and more on technology. Therefore, children are born into a technologically advanced world. There are both positive and negative effects to this new phenomenon. On the positive side children will be more prepared for this new world of work. Negatively children are going to be less socially evolved. The use of iPad's, the new Common Core Standards, and outdated educational standards are just a few ways how technology has effected today's children.
  28. 28.  iPads are starting to take the place of textbooks in school  Apple has reported that more than 600 districts have adopted the use of iPads in the classroom  iPads can easily be used for research during class time  iPads can make teaching more interactive between teacher and student
  29. 29.  iPads are more portable than textbooks  New type of textbook for a new generation of students  Educational Apps take learning to a whole new level  Over 20,000 educational apps in the App Store
  30. 30.  Common Core State Standards provide a consistent and clear understanding of what kids are expected to learn  45 States and the District of Columbia four territories and the department of defense education activity have adopted the common core state standards  Tests require students to think critically and solve problems  STAR testing in California will no longer be in effect after the 2014-2015 school year
  31. 31.  Test will now be online and will be amped in getting the child more ready for college and the real world  Administration of the Common Core Standards will be assessed via computer which will allow for faster turnaround of results  Parents and teachers will also have access to these assessment
  32. 32.  With the nation being more technologically forward and adopting the Common Core State Standards, states are leaving it up to individual school districts to decide if they want to teach cursive  With everything being typed or written in print writing in cursive may become a lost art  With students taking notes on laptops, tablets, and computers the need for cursive is no longer necessary
  33. 33.  Teachers are deciding to prepare students for the real world by opting out of cursive writing and teaching computer and typing skills  Since the 70's the teaching of cursive writing has declined nationwide across public schools
  34. 34.  Motivates the kids to learn because their life is already filled with technology  Getting them ready for the next chapter in their life whether it be work or higher education  New generation of children requires new updated ways of teaching
  35. 35. Technology is here to stay. It will keep advancing and we must find ways to use and interact with it. With technology having a huge part in the life of children we must find ways to use it in the educational fields to compete in the new global world.
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