Housewife and humor columnist Erma Bombeck once said, "In general, my children refuse to eat anything that hasn’t danced on television."
Unfortunately, a majority of those "dancing" foods and beverages advertised on TV and placed within movies, videos and computer games are inconsistent with national dietary guidelines and contribute to childhood obesity.
Harvard psychologist Susan Linn, author of "Consuming Kids: The Hostile Takeover of Childhood," explains, "One 30-second commercial influences the brand-preferences of children as young as 2."
It’s no accident that kids whine and beg for heavily advertised brands of sugary cereals, soft drinks, snack cakes and fast food. And it’s no wonder that the American Academy of Pediatrics advises parents to limit children’s screen time, monitor children’s programs and teach children to question what they watch.
That brings us to the topic of media literacy education. By teaching children how to recognize, analyze, evaluate and even produce their own media messages, we provide them with the critical thinking skills necessary to navigate through today’s media-saturated society.
Faith Rogow, president of the Alliance for a Media Literate America, and Petra Hesse, associate professor of human development at Wheelock College in Boston, believe media education should begin when exposure to media begins. Hesse suggests starting preschoolers on the road to awareness by helping them think and talk about what they see on the screen and how it makes them feel. Parents should explain that rules at home are different from rules on TV, so we might not be allowed to do everything a character does on TV.
Because children tend to spend more time with media during the summer, use the opportunity to talk about the following set of core media literacy concepts with your entire family. You’ll empower children of all ages to question, rather than blindly consume, their media diets.
1. All media messages are "constructed." Yes, even reality shows are scripted! The key is identifying the "storyteller." In other words, ask: Who constructed the message and for what purpose? Why was a particular person selected to deliver the message? Help young children spot commercials. Do they know why commercials are on TV? Many children don’t realize that TV programs exist to attract audiences for advertisers. Ask children to identify what product is being sold, whether we need any or whether it’s good for us. Point out when and why an actor is smoking, drinking or consuming a name brand product. Is it essential to the plot? It might seem obvious to adults, but children might not realize that celebrities are paid to use and help sell products. Here’s a surprise: In the early 1980s, actor Sylvester Stallone agreed to use Brown and Williamson tobacco products in no fewer than five feature films for a fee of $500,000.
2. Media messages use a variety of techniques to capture our attention and influence our actions. Ads often transfer an emotion from one symbol or lifestyle onto another, usually a product or behavior. Pay attention to the use of humor, music, repetition, celebrity endorsements, catchy slogans and sexual images. Ask older children whether ads ever tell us that we’re OK the way we are. David Considine, media educator at Appalachian State University, explains, "Media is full of messages about an imperfect world - not being beautiful enough, rich enough, strong enough - all to sell products and ideas."
3. Media messages shape our understanding of the world with embedded values and points of view that might be different from our own. Media constructs reality and establishes what’s considered "normal." Ask children what information is missing from a message or what is implied without being specifically communicated. Are all cultural groups represented equally? Watch for stereotypes. Ask your children whether they notice any differences in the way males, females and certain ethnic groups are portrayed in the media. Help your children understand that different people interpret and experience media messages differently, too.
Media literacy is essential, not only for making smart choices in the food and beverage marketplace but also for being an active, informed and responsible citizen in a democracy. Learn more. Check out the Public Broadcasting Service’s "Don’t Buy It: Get Media Smart!" guide for parents and caregivers at .
Kids can visit to learn more about the tricks of advertising and to create their own ads.