Growth in technology has led to emergence of different aspects in the society. The pace of technology development is alarming and nearly every aspect of human life is affected by technology. Internet service is no longer adult affairs only. Even children have become major targets in the consumption of online services (Shah). There are sites that have been created mainly to serve children under the age of 18 years. However, there are doubts whether these sites are suitable. Arguments and concerns have been raised in different aspects. There are psychological and social concerns that are raised regarding the use of internet services to the children. This essay discusses children’s websites and how they impact on the target audience.
Kid Connection is an internet whose advertisement mainly targets children under the age of 18 years. This website specifically targets children between the ages of 4-8 years. According to the CEO of the site, their concern is to reach out to children in the preadolescent periods (Beder). Arguably, preadolescence ranges within this age group. In his argument, the site is committed to reach understand the kids. Emotions, feelings and influences of the children are the main factors they endeavor to place in focus to better capture the interests of the children. Preadolescent needs, desires, motives and drivers are targeted in their mission. Kid Connection creates an advertising environment that children perceive as their own. They freely interact on the site without the fear of intimidation. Notably, this site is sensitive to the role of parents in child’s development. Therefore, most of their programs are approved by the parents associations before the children are exposed to the content (Beesley).
The developers have carefully considered the psychological needs of the preadolescent children before deciding to place materials for the children. For instance, the importance of play in the motor development of the child cannot be overemphasized. There are product-spokes character that creates an interactive play session for the children. These are some of the things that children love to be involved in. The product spokes character enter establishes relationships with the children so that children can develop lasting loyalty to the products (Beder). The argument is that preadolescent children do not understand what personal information means. Therefore, the website use mainly fictional characters and create flexible programs that can easily adjust to the needs of the children. Children are given the opportunity to ask for what they want. Once they approve that it is something that will not influence their lives negatively, they provide it for them.
When placing advertising for children on the internet, the children are first asked to fill out some personal information. Afterward , the advertisers utilize the information obtained to craft individualized messages and ads that are the target the needs of each child (Beder). The ads are integrated with other content of the internet site which are designed to keep the children enthralled in play hours at a time. The ads are very amusing to the children and keep them attracted to the content of the advert. Children are able to distinguish the ads from the content because the information crated are mainly extracted from them. However, it is important to underscore that young children are not able to clearly make out the content from the ads. The advertising may, therefore, not meet its expected targets. Entertainment is more captivating to the children (Beesley).
The advertisement messages are crafted, in a way, that allows the children to understand the intent of the advert. So to state, the psychological aspects and maturity level are considered so that the messages do not compromise the development of the children in any way. Before making an advert, Kid connection seeks the counsel of preadolescent psychologist who can evaluate the content and its relevance to the target audience. It is important to underscore that most children nowadays like internet based information and take most of their time on the internet. In the view of the psychiatrist, fictional characters are very important in developing an advert that suits the needs of the children. Moreover, Kid Connection site has created programs that capture the attention of the children in a simple and very interesting ways (Beder). The site is fast growing and increasing its coverage. The Chief Executive Officer confirms that age is a factor they value before deciding what to make available for the children on their website (Shah).
In conclusion, it is evident in the discourse that Kids Connection is a site that targets mainly preadolescent children. Technological growth and development have necessitated the creation of children’s websites to help save the children from adult websites that may ruin the morality of the children (Beesley). Arguably, children’s website plays an important role in catering for the needs of the children. Absence of such websites may make the children develop a habit of indulging in adult websites that may not be suitable for the growth and development needs. The children’s website caters for the emotional needs, the feelings of the children and their secondary needs. Children love entertainment services and it should be provided for them to enhance their creativity and thinking ability.
Works Cited
Beder, Sharon. Advertising on the Internet. June 2007. http://www.uow.edu.au/~sharonb/children.html. 30 May 2014.
Beesley, Caron. Does Your Website or Online App Target Kids? Stricter COPPA Rules Go into Effect Soon. 24 May 2013. http://www.sba.gov/community/blogs/does-your-website-or-online-app-target-kids-stricter-coppa-rules-go-effect-soon. 30 May 2014.
Shah, Anup. "Children as Consumers." 21 November 2010. Global Issues. http://www.globalissues.org/article/237/children-as-consumers. 30 May 2014.
