Search results

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

This chapter explores the development of advertising regulations governing food advertising to children in Australia since the 1940s. By introducing the advertising and marketing self-regulatory system, the Australian Government is taking a neoliberal approach, advocating for the free market to initiate and sustain the country’s economic development, instead of greater government regulation. By examining the primary and secondary literature, such as government reports and research, and newspaper and academic articles, this chapter outlines different regulatory initiatives adopted by both the government and food industry to limit food and beverage advertising to children on television and online, in order to prevent obesity rates increasing in children. This chapter synthesizes and critically evaluates food industry and public health studies, government and non-government reviews, and other research studies to evaluate the influence of self-regulation on Australian television food advertising within the neoliberal context since the 1990s. It contributes to the literature on food advertising regulations for children in Australia by offering evidence of how the government, public health authorities and the food industry have attempted to keep pace with changes in the advertising, marketing and media industries by developing and reviewing advertising codes. It identifies the loopholes that exist in these self-regulatory codes and concludes that Australia’s current advertising regulatory arrangements are failing to protect our children from unhealthy food marketing on television, especially on relatively under-regulated online platforms such as social media and branded websites. The issues identified in this chapter could aid the food and beverage industry, as well as the self-regulatory system, to offer comprehensive and applicable solutions to combat Australia’s obesity crises by implementing new legislations that align with different marketing practices.

In this article the everyday relationships of children in the context of the contemporary multicultural city will be discussed. It is based on ethnographic research into social relationships of city dwellers in Antwerp, a Flemish city in Belgium, within the framework of the reflection on community life, conflict and public space. In this research several city dwellers were interviewed about their social relationships, a small number of individual city dwellers were followed in their everyday life and participant observation was done in shops and on public transport. The fieldwork on public transport was carried out over a period of eight months. Observations were done on one specific tramline and its stops; drivers were informally interviewed and the researcher took part in the ticket control with inspectors of the public transport company. The fieldwork in the shops consisted of participant observations (not anonymous) for six months in a small shoe shop, a baby shop and a department store with a refreshment bar in it. Next to this in a specific city neighbourhood 30 interviews were done with different city inhabitants about their relationships and contacts and three of them were each followed for two months in their daily activities in and around the city. An elderly woman, a working man and a child were involved. The research unit was not formed by a specific ethnic, socio-economic or age group but by the relationships between different city dwellers. Special attention is given to crosscutting ties, those ties between individuals that run through delineated social groups and geographical boundaries. This article offers only descriptions of everyday relationships of children from the ethnographical research projects described above.

This paper reports several findings of a survey on children aged 5–13¹ years focusing on their daily lives. The aim was to test the assumption, claimed in New Childhood Sociology, that children are a generational group so strictly dependent on adult society that they have little autonomy in their daily behaviour. Moreover, although they are a social group that is different from that of adults, they are so diversified internally that it seems more appropriate to speak of diversified childhoods (James, Jenks & Prout, 1998; James & Prout, 1990; Qvortrup, 1991; Hengst & Zeiher, 2004). Our first objective in this paper was therefore to improve the rather scarce knowledge of children's everyday lives in post-industrial Western societies and then to analyse to what extent these were connected with those of adults. Finally, we wished to detect the degree and patterns of differences in the children's lifestyles.

The purpose of this paper is to review the literature on war play and aggression. The paper begins with an introduction to play and the theories of Piaget, Vygotsky, and Corsaro. This is followed by a definition of pretend aggression and the war play debate. Literature is reviewed on how violent television, war toys, and war play shapes children’s imaginary play and aggressive behaviors. Attention is also given to the teacher’s role in war play and the methods used to investigate war play. Suggestions are made for future approaches to the study of war play within the context of the peer culture. The paper concludes with implications for early childhood educators.

Building on theories of adolescent learning, including cognitive, personal, social, and moral development, this chapter considers how using media literacy techniques to analyze a children’s television program can create wide-awake, active learners while dissecting media messages. By analyzing children’s television for its portrayal of race and ethnicity, this chapter will explore the role media play in children's understanding of people and cultures outside of their own. A textual analysis of episodes of Maya & Miguel, the chapter describes the depiction of several cultures found represented on the program including White, Asian, African, Dominican, and Mexican and how race, ethnicity, and culture is framed in the television program.

Some theories suggest that television is a primary tool in the socialization of children. Children are attracted to the animation in cartoons, the colors, the movement and the easy-to-follow simplicity of the dialogue. Given the impressionable nature of children, it is possible that they begin to act out the biased nature of the cartoons they watch. Thus, considering their vulnerability, information literacy is relevant to discerning media messages. In this way, information literacy converges with media literacy and visual literacy. Guiding children to interrogate what they view is critically important especially when they are at an age where they can be easily influenced by misinformation or dominant messages. Additionally, the volume of information is steadily increasing in the 21st century as are the modes for accessing, creating and manipulating information. Thus, this work will demonstrate how promoting participatory learning by objectively viewing media and exercising reflective thinking will be important components of children’s education in this millennium.

The purpose of the study was to analyse approaches to HIV/AIDS education adopted by the Zambian Ministry of Education (MoE), using a holistic approach and focusing on the Zambian culture. This chapter reports on an explorative qualitative study involving focus group discussions and in-depth interviews with Ministry of Education and Health officials, pupils, students, and members of the community. Qualitative analysis was applied and themes from ecological theory were used to organise and discuss data. At the macro level, there was inadequate implementation of HIV/AIDS education in schools, very few handbooks, textbooks and learners’ reading materials, and no discussion of the Zambian cultural (sexual) practices in relation to HIV/AIDS education. Inadequate laws and policies on HIV/AIDS prevention, poverty, unemployment, lack of job creation, and lack of social security were blamed for the lack of positive sexual behaviour changes. Communities had strong theological and metaphysical beliefs including witchcraft and sex with a widow, a menstruating woman or a woman who had an abortion as possible causes of HIV and incurable diseases being a curse from God. At the individual level, the knowledge of HIV/AIDS was high with radio and television being sources of information. Respondents viewed sexual cultures in communities not to have significantly changed. A majority of respondents did not use condoms; most adults continued having multiple sexual partners and women were submissive in marriages. This chapter is useful to policy makers, teachers, pupils/students, and the community, and in understanding interactions and influences of cultures on HIV/AIDS education and government's role in creating an enabling environment to sustain desirable changes.

Purpose – The present research seeks insights into the consumer socialization process of both children and adults in a developing country, Peru. The role played by two socialization agents, media and church, has been explored in terms of how each is related to an important facet of consumer attitudes, level of materialism.

Methodology/approach – Male students attending a faith-based high school in Peru, as well as one of their parents, completed a survey in Spanish seeking information on their television viewing, their faith, and their views regarding possessions.

Findings – The more traditional socialization institution, church, appears to be less important to younger consumers than to their parents; but it has a greater influence on materialism for youth than their parents. The power of media as a socialization agent for both groups is seen not only via television advertising, but also through television programming.

Research implications – As one considers how consumers learn to be consumers, both from a purely theoretical standpoint as well as from a strategic marketing perspective, one should take into account both avenues for information transmission. The role played by both seems to change people's lives, both in terms of perceived importance, as well as actual consumer decision making.