In the Service of Young People? Studies and Reflections on Media ...

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Juliet B. Schorpower <strong>and</strong> influence. Some <strong>of</strong> <strong>the</strong> groups active on this issue have had successorganizing market-based campaigns against major corporations (see, for example,commercialalert.org, newdream.org, dads<strong>and</strong>daughters.org <strong>and</strong>commercialfreechildhood.org). The corporations are exquisitely sensitive to consumerpressure <strong>and</strong> bad public relations, which provides opportunities foractivism.And what <strong>of</strong> <strong>the</strong> political l<strong>and</strong>scape <strong>of</strong> this issue? Clearly, <strong>the</strong> Bush Administration,<strong>the</strong> Republican Congress, <strong>and</strong> <strong>the</strong> Republican Party represent corporateinterests <strong>and</strong> are using <strong>the</strong> state to fur<strong>the</strong>r those interests. But this is not a simpleRepublican-Democrat divide. While some Democrats have been stalwart advocates<strong>of</strong> children (Kennedy <strong>and</strong> Harkin has been particularly good on <strong>the</strong>se issues),many are taking money from <strong>the</strong> corporations who are <strong>the</strong> problem. TheDemocratic Leadership Council, which has dominated <strong>the</strong> Democratic Party since<strong>the</strong> beginning <strong>of</strong> <strong>the</strong> Clinton Administration, is as tied to corporate cash <strong>and</strong> influenceas is <strong>the</strong> Republican Party. The Clinton Administration did virtually nothingto prevent corporate induced harms to children. <strong>In</strong> a recent speech that addressedhow children are affected by media <strong>and</strong> marketing, Hillary Clinton calledfor industry guidelines, ra<strong>the</strong>r than government action, a stance for which shedrew praise from an ad industry spokesman (Teinowitz 2005). While Democratsmay ultimately prove to be allies, it will only be if <strong>the</strong> grassroots activism awakenedin <strong>the</strong> 2004 election translates into a substantial shift away from corporateinfluence within <strong>the</strong> party.<strong>In</strong>triguingly, religious <strong>and</strong> social conservatives have been allies on some <strong>of</strong><strong>the</strong>se issues. James Dodson <strong>and</strong> Phyllis Schafly have participated in a number <strong>of</strong>anti-commericalism efforts. Conservative religious groups have been active againstChannel One. The right wing family values movement has long criticized Hollywoodfor content (on issues connected to sex <strong>and</strong> pr<strong>of</strong>anity); it is also unhappyabout negative depictions <strong>of</strong> parents, <strong>and</strong> marketers’ successes in underminingparental authority. Richard Shelby, Republican <strong>of</strong> Alabama, co-sponsored a children’sprivacy act with Christopher Dodd that passed in 2000. Substantively, <strong>the</strong>reis considerable common ground between <strong>the</strong> right <strong>and</strong> <strong>the</strong> left here. However,since Bush took <strong>of</strong>fice in 2000, <strong>the</strong> Administration has consolidated control over<strong>the</strong>se groups, <strong>and</strong> <strong>the</strong> space for joint action has narrowed. The corporate agendais once taking precedence over <strong>the</strong> social one, which means that religious conservatives’concerns will be pushed aside. Whe<strong>the</strong>r <strong>the</strong> grassroots <strong>of</strong> <strong>the</strong>se movementsunderst<strong>and</strong> that shift <strong>and</strong> are willing to respond to it remains to be seen,however, that seems unlikely.44
When Childhood Gets Commercialized, Can Children Be Protected?Note1. This article is based on a paper prepared by <strong>the</strong> author for Yale Legal Theory Workshop, U.S.A.,March 31, 2005. Thanks to Gary Ruskin <strong>and</strong> Prasannan Parthasarathi for useful conversations.ReferencesAufderheide, Patricia. ‘Activities Available on Children’s Websites: A Survey.’ April 17, 2001.Bagdikian, Ben. The Media Monopoly, 7th edition. Boston: Beacon Press, 2004.Baudrillard, Jean. Simulacra <strong>and</strong> Simulation. Ann Arbor: University <strong>of</strong> Michigan, 1994.Blosser, B.J. <strong>and</strong> D.F. Roberts. ‘Age differences in children’s perceptions <strong>of</strong> message intent: responseto TV news, commercials, educational spots, <strong>and</strong> public service announcements’, CommunicationsResearch, 12:455-484, 1985.Borzekowski, Dina L. <strong>and</strong> Thomas N. Robinson. ‘The 30-second effect: an experiment revealing <strong>the</strong>impact <strong>of</strong> television commercials on food preferences <strong>of</strong> preschoolers’, Journal <strong>of</strong> <strong>the</strong> AmericanDietary Association, 10(1):42-46, 2001.Bogart, Leo. ‘Paul Starr. The Creation <strong>of</strong> <strong>the</strong> Media: Political Origins <strong>of</strong> Modern Communications’,Public Opinion Quarterly, 69(3):479-483, 2005.Bousch, D.M., M. Friestad, <strong>and</strong> G.M. Rose. ‘Adolescent skepticism toward TV advertising <strong>and</strong> knowledge<strong>of</strong> advertiser tactics’, Journal <strong>of</strong> Consumer Research, 21(1):165-175.Branch, Shelly. ‘Is Food <strong>the</strong> Next Tobacco? As Obesity Concerns Mount, Companies Fret Their Snacks,Drinks May Take <strong>the</strong> Blame’, Wall Street Journal, June 13, 2003.Brownell, Kelly <strong>and</strong> Ka<strong>the</strong>rine Battle Horgen. Food Fight: The <strong>In</strong>side Story <strong>of</strong> <strong>the</strong> Food <strong>In</strong>dustry,America’s Obesity Crisis, <strong>and</strong> What We Can Do About It. New York: McGraw-Hill, 2003.Brucks, Merrie, Gary M. Armstrong, <strong>and</strong> Marvin E. Goldberg. ‘Children’ s Use <strong>of</strong> Cognitive DefensesAgainst Television Advertising: A Cognitive Response Approach’, Journal <strong>of</strong> Consumer Research,14:471-482, 1988.Buckingham, David. After <strong>the</strong> Death <strong>of</strong> Childhood: Growing Up in <strong>the</strong> Age <strong>of</strong> Electronic Media. Cambridge:Polity Press, 2002.Burros, Marian. ‘Dental Group is Under Fire for Coke Deal’, New York Times, March 24, 2003.Byrd-Bredbenner, Carol <strong>and</strong> Darlene Grasso. ‘Prime-Time Health: An Analysis <strong>of</strong> Health Content inTelevision Commercials Broadcast During Programs Viewed Heavily By Children’, <strong>In</strong>ternationalElectronic Journal <strong>of</strong> Health Education, 2(4):159-169, 1999.Campaign for Tobacco Free Kids, ‘Tobacco <strong>In</strong>dustry Continues to Market to Kids’, August 20, 2003,available at http://tobacc<strong>of</strong>reekids.org/research/factsheets/pdf/0156.pdfCenter on Alcohol Marketing <strong>and</strong> Youth. Television: Alcohol’s Vast Adl<strong>and</strong>, December 2002.Center for Media Education. Web <strong>of</strong> Deception: Threats to Children from Online Marketing. Washington,DC: Center for Media Education, 1996.Center for Media Education. COPPA: The First Year, A Survey <strong>of</strong> Sites. Washington, DC: Center forMedia Education, 2001.Comstock, George. Television <strong>and</strong> <strong>the</strong> American Child. San Diego: Academic Press, 1991.Cullen, K.W., D.M. Ash, C. Warneke <strong>and</strong> C. de Moor. ‘<strong>In</strong>take <strong>of</strong> s<strong>of</strong>t drinks, fruit-flavored beverages,<strong>and</strong> fruits <strong>and</strong> vegetables by children in grades 4-6’, American Journal <strong>of</strong> Public Health, 92:1475-1478, 2002.Davies, Marie. Fact, Fake <strong>and</strong> Fantasy. Mahwah, NJ: Lawrence Erlbaum, 1997.Egan, Timothy. ‘<strong>In</strong> Bid to Improve Nutrition, Schools Expel Soda <strong>and</strong> Chips’, New York Times, p. A1,May 20, 2002.Ellison, Sarah. ‘Companies Fight for Right to Plug Kids’ Food’, Wall Street Journal, January 26, 2005.Faber, Ronald J., R.M. Perl<strong>of</strong>f <strong>and</strong> R.P. Hawkins. ‘Antecedents <strong>of</strong> children’s comprehension <strong>of</strong> televisionadvertising’, Journal <strong>of</strong> Broadcasting, 26:575-584, 1982.Federal Trade Commission. Marketing Violent Entertainment to Children, 2000.45
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Twenty-first Century LearnersA Need
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ContentsWhat is Media and</
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What is Media and
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What is Media and
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What is Media and
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Media Literacy for Children, <stron
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References(besides links an
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ReferencesRother,
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AuthorsThorsten HeldLucyna KirwilGe
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Books on children, young people <st
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