JingYan Jiang-Blog Two

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After watching the video Consuming Kids - The Commercialization of Childhood, I have a direct feeling of what parents' role should be in helping their kids better shape their concept of value, and direct them to understand what is the real meaning of want and need.
Before I dive deeper into the parents' responsibility in helping their children to get a better understanding of value, it seems more important for us to know why it's getting harder to prevent the shop-oriented thoughts in youth. As mentioned in the McChesney's article, conglomerate companies make the outside companies hard to enter the market. It's hard for consumer to make choices between products that are either manufactured by conglomerate A or conglomerate B since both products have been intensively marketed through advertisements in different media. In order to be a "smarter" consumer, we tend to believe that if we try both products and make a personal judgment about which one is better yield more chances for us to be less "controlled" by advertisements that we were exposed to. In reality, both conglomerates won't care about how individual client acts since both of them are aware that two of them (or in some cases, several of them) control the entire market, losing one or two costumers makes no different to their annual report.
Under this condition, it seems that parents' responsibilities should be weighted even more. First of all, the market itself is driven entirely by the needs. If there are more needs that are waiting to be satisfied, then the sales report will definitely show that. By saying this I mean, if there is one child's want that has not be satisfied, then the advertisement will influence he/she more severely since if the child cannot get what he/she wants, they tend to desire more about that thing. Secondly, children nowadays are voluntarily and passively exposed to tons of advertisement, which is shown in the video as well. The more they encounter those advertisements, the more passive needs that have been created. By saying passive needs, I mean that the needs is really not what kids really want, they don't even know the existence of one product before they saw those advertisements. So parents' should take the responsibility of educating their kids about what is a "real" need, and what kind of needs are intended to be created by those conglomerates whose top priority is to give a better report to their stakeholders.

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This page contains a single entry by jiang344 published on September 19, 2012 10:11 PM.

Stuart Hall-Encoding/Decoding was the previous entry in this blog.

consuming Kids is the next entry in this blog.

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