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eNEWSLETTER
September 2003

Our Mission Statement:
"Providing a range of innovative professional services, empowering our clients to positively address issues affecting their lives."

Welcome to Clayfield Counselling Services September eNewsletter!

The Loss of Childhood

Many of you may remember the articles, reports, exclusive stories and the rest of the hysteria that went with the photo's of young child model Megan Featherstone. What is it with the scenario that upsets us so? Is it that it is exploitation of a child? Or is it because it is exploitation of a child by her parents? Or is it simply that society deems it inappropriate for an eight-year-old to be portrayed as anything other than an eight-year-old? Clayfield Counselling Services thought that this month we would follow on with last month's theme of child resilience and add another theme: the loss of childhood.

Last month Frances Whiting wrote an article in the Sunday Mail concerning the rate in which children grow up these days. She mentions a study conducted by Sydney's Westmead Children's Hospital in conjunction with the Australian Paediatric Surveillance Unit that tells of children as young as eight years old experiencing low self image issues. How can this be? One suggestion is that these young children are constantly being exposed to adult themes and images and in extreme cases are reacting in ways that lead to medical conditions, such as anorexia or bulimia. Dr Sloane Madden, a child psychiatrist at Westmead, believes "We are seeing the results of forcing adult images of sexuality and body image on them [children] at far too young an age. We are forcing kids to become adults long before they are intellectually, emotionally or physically ready to." An article by Sarah Harris in the Sunday Mail last weekend, "How kids, 7, play the dating game", told of primary school children in Britain "going out" together in relationships lasting several years. "Many pre-adolescent boys and girls were keen to strike up romantic relationships which elevated their status among their peers."

Why do our children feel they need to act this way?

It is no secret that advertisers, merchandisers, producers and publishers specifically target children aged seven to thirteen years old. They call them "tweens", referring to the in-between years from early childhood to teenage. In her article, Frances Whiting quotes Dr Karen Brooks, senior lecturer in Popular Culture at Sunshine Coast University, as saying "tween magazines, fashions, film clips and television shows are bombarding children with images of adult culture…This is instilling in them a strong desire to reach that stage without going through the traditional transitional stages like prepubescent and adolescence."

An Internet search of "Tweens" listed over 49,000 references. At the top of the list was a site belonging to the Institute of International Research USA, promoting a conference held July 2002 called "Targeting Tweens". http://www. ii rusa.com/tweens The site boldly states that "SPENDING BY U.S. TWEENS WILL REACH NEARLY $41 BILLION IN 2005! " and highlights the battle parents are facing protecting their children from being manipulated by big business. Raising parents' awareness of this growing industry we found a site that offers parents and teachers practical advice on how to counter this marketing push. The Media Awareness Network is a Canadian site offering information on "How Marketers Target Kids" and "Talking to Kids about Advertising".

http://www.media-awareness.ca/

Is marketing to young children exploitation?

Young Media Australia (YMA) is a national not-for-profit organisation that focuses on the interests of children in relation to print, electronic and screen based media. They believe advertising to children is an unfair practice, as children do not understand the concept of selling. Children are vulnerable because, "advertising often works by making us feel unhappy with our lives, anxious and dissatisfied. The messages are that you are not OK unless you buy this, wear that brand, wash your hair with, and look like that very slim model. It attacks our self-esteem". Marketing to children bypasses adults and speaks directly to the child. Children will nag, whine and throw tantrums in order to get products they have seen advertised. The Commercial Alert organisation of the United States believes "..parents today are overwhelmed. An aggressive commercial culture is arrayed against them, promoting products they don't approve of and values they find abhorrent."

Are the fashions of today for children too provocative?

There is an alarming trend that seems to be emerging with this marketing push towards children, and that is sexy and provocative clothing. Children want to wear these styles because they have seen their idols, (Britney Spears, Mary-Kate and Ashley Olsen etc), wear them. Their idols wear them to sell their product. But why are parents and guardians allowing their children to wear this style of clothing? Is it "fashion" for an eight-year-old girl to wear g-strings and padded bras?

Ultimately it is the parents and guardians responsibility to decide what is appropriate for their children. However, in order for adults to set clear and concise boundaries, we need to be aware of the current influences upon today's young and hopefully, through communication and participation in their formative years, we can help them to enjoy their childhood and grow into nurturing and caring adults themselves.

Interesting Websites

Tweens

Marketing targeted towards children

Provocative fashion

Need a qualified professional counsellor?
Office hours are from 9am to 5pm Monday to Friday. After hours and Saturday appointments are available on request.

Until next time then...
"The spirit of childhood calls for protection and nurture. It is an essential part of every human being and needs to be kept alive." - Alliance for Childhood

The editorial team at Clayfield Counselling Services

 

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