Originally Posted on 7th April 2008
UPDATE !
I wrote to Prof David Buckingham following writing this blog … And he replied !
| Dear AndyThanks for your message. The best thing you could do immediately is respond to the consultation: http://www.dcsf.gov.uk/consultations/The review is primarily a review of the research evidence, but there will also be events in which views of children, parents and stakeholders (including business) are sought. I will forward your message to the DCSF official who is dealing with that side of things – it may be that your contacts will be useful there.
Thanks for your interest – this is a rather daunting task!
David Buckingham
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If you are under 19 then why not complete their consultation survey here. You can complete the survey if you are over 19 (as a parent, group or community leader)
BBC Report
This report outlines how a panel of “experts” have been brought together to advise ministers on their “children’s plan”. Whilst collecting results they also want to speak to “those most directly affected”.
The work is being led by Prof David Buckingham of the Institute of Education, London University, who is founder and director of the Centre for the Study of Children, Youth and Media.
He said there was growing concern about the influence of commercial forces on contemporary childhood.
Unbelievable
Children’s Secretary Ed Balls said in the article: “As parents we all worry about new influences, and feel pressure to buy the latest toys for our children .I want to know if advertising and shopping, and other influences such as media and entertainment, marketing and promotion, commercial websites, and sponsored events are affecting our children’s lives in any way. I want to know what these things are telling young people about how to behave, what to believe, and what kind of person to become.”
My Thoughts:
I am in an interesting position as I am a full time youth worker of a local church in Horsham West Sussex, but until 2 years ago was the Sales and Marketing Director for an international software company that provides software to most major blue chip organisations to improve their marketing and customer databases.
I changed jobs 2 years ago totally out of choice, taking a significant pay cut to work full time with young people. In this capacity I work in schools, run youth activities through the week and camps away etc. Additionally I am also a volunteer advisor for “Young enterprise” the UKs leading business and enterprise education charity which aims to allow young people to learn about commerce through doing!
Dealing with commercial pressures, from both sides of the fence, as a consumer and a business person, is a constant battle. I too believe that childhood has become too commercialised, but I personally believe that the role of parenting has a huge part to play in the amount of advertising our children are exposed to, particularly on TV, as all TVs have an ON/OFF switch! A fact that seems to elude many of the parents I have regular contact with.
On one hand we blame the marketers for targeting the kids, parents complain that their kids are then coerced by advertising into purchasing various goods, products and services, but as a parent I believe that I have the ability to say “No” to the requests of our kids and we should exercise some degree of control in our own home.
I think Mr Ed Balls comments in the article reflect the demise of good parenting skills. If he is unable to say “no” to the pressure his kids put him under to buy toys how will he cope with the pressures of office!
“I want to know what these things are telling young people about how to behave, what to believe, and what kind of person to become.” [Mr Ed Balls]
As a parent I want to be responsible for what my children become, to influence their understanding of morals, of right and wrong and how to behave … I am not going to leave that to the media or advertisers and certainly not to the government … especially if this is the attitude of the children’s secretary
I agree that this is not always easy but I believe parenting is a huge factor in the debate on child consumerism. I really look forward to the results of this study and I am sure that Mr Ball will not be surprised at the results. I am sure that we will see that advertising, shopping, and other influences such as media and entertainment, marketing and promotion, commercial websites, and sponsored events are affecting our children’s lives in EVERY way!
Conclusion
Mt plea is that as a society we encourage better parenting, teaching and training young parents how to love and discipline their kids, how to wisely give them the things they need, to be able to “treat” them, but to to give them everything they ask for or be held to ransom by them. If you are wanting help or advice on Parenting then there are some great resources here
Other Relationship Resources: