Advertising ruins kids
That's the gist of a report issued this week by an American Psychological Association task force that examined the impact of commercialism on children.Television advertising, the study says, leads to unhealthy childhood habits, and childhood habits can become life-long problems once patterns of consumption are established. This is particularly a problem among young children.
"Research shows," the APA said in a press release, "that children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by today's youth obesity epidemic."
A few days later, the Center for Science in the Public Interest underscored this finding by releasing its own report about the supersized calories in children's menus at popular restaurants.
Pastoral theology has much to offer to this line of thought, bringing religion into the public sphere by reflecting on the intersection of Christian belief and the practices (and impacts) of commercialism.
How, for instance, might we develop pastoral practices that help young children understand care of their bodies as a stewardship concern tied closely to their identities as children of God? ["Garbage in, garbage out," so to speak, even when you're made in the image of God.]
Can a lived theology/spirituality of embodiment provide children--even those younger than 8--an altogether different voice about the value of their bodies (and their lives) as something more than a container for commercial junk? What would such a theology/spirituality look like, lived out in the reality of our communities of faith?
How might various Christian traditions address commercialism and its impact on the youngest and poorest in our culture as an issue of justice?
APA says two trends contribute to the problem: "the growth in advertising channels reaching children and the privatization of children's media use," which together "have resulted in a dramatic increase in advertising directly intended for the eyes and ears of children."
Advertisers, the report states, spend more than $12 billion per year to reach the youth market, and children view more than 40,000 commercials each year.
As a result of the study, the APA's Task Force on Advertising and Children recommends that advertising targeting children under the age of eight be restricted. (You can read the whole report here.)
.: Posted by Duane Bidwell on Thursday, February 26, 2004
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