Children and mobility in TV commercials

Part of : Το βήμα των κοινωνικών επιστημών ; Vol.ΙΔ, No.55, 2009, pages 175-210

Children’s issues are considered to be more problematic nowadays. Due to the increasing number of commercialized channels, children are more under the impact of media. Screen technologies tie the children into the computers, televisions, and videos. Apart from ali these facts, the children represented in the media are getting more and more mobile and this creates a kind of pseudo-reality as if children have something to do with reality. Most of the commercials nowadays concentrate on children as consumers and they seem to give more importance to ‘adult-like decision making strategies' for children. These ads provide behaviours which could be taken as the role-models for children in general. This paper aims to discuss the concept of children and mobility in commercials and idealization of the role models.
Subject (LC):
children, mobility, television commercials, media, identity, children as consumers, idealization, role models
Περιέχει βιβλιογραφία, Το άρθρο περιέχεται στο special issue: from a national identity to a European one, J. A. Spinthourakis & I. Kamarianos, guest editors