Coulter, N.(2012). From Toddlers to Teens: The Colonization of Childhood the Disney Way. Jeunesse: Young People, Texts, Cultures 4(1), 146-158.
As a parent of young children who are obsessed with Disneyworld, she is afraid the virtual world will have great influence to her children to the extent of completely controlling their lives beyond her help. She uses the concept of the complex processes used by the media in the market to produce economic value to portray the uncontrollable influence the products have on children.
Coutler's concern is the consistent programs that seek to entertain the children throughout the lives and end up occupying all their time and influencing their entire lives. The programs which base on fiction are according to Coutler, not fit for inspirational and mental growth.
Key terms
She uses the word 'virtual' several times in her article enhancing the fact that the programs are not real and can, therefore, not be exemplary. She goes on to use 'Media marketplace’ to show that a company such as Disney targets the children as consumers to their products as a business strategy but is not concerned with ethical standards of the society. 'Colonization' in the article reveals the exploitation and torture on children.
“I am particularly interested in how the media and market research build their sense of children as consumers. My scholarship is based in the discipline of communication studies, which is it partly grounded in political economy.”
Questions
- What measures can the parents develop to maintain control of their children and at the same time let them have their fun?
- Should the company's targeting children as consumers be regulated by new laws?
