The Media Message – who is it going to and do we REALLY want them to ‘get it’?

As a parent and educator, I have long been concerned about the little or, in some cases, very large babysitter who keeps many children amused for hour on hour whilst Mother and Father, older siblings, other relatives or paid babysitters are busy doing other things.

I refer of course to the TV.

Yes, there are some wonderful children’s shows on television and, yes, we can put on their favourite DVD. But it is not just a case of the children’s show ending and another less suitable show coming on. It is the advertising. Advertising, at times when children and babies might be viewing, is generally aimed at the parents or older children. What is in this advertising? A typical list might include:

1. Junk food
2. Fast food
3. Images of new cars speeding along the open road [have you EVER seen a car advertisement where the car was even close to a recommended speed limit?]
4. Previews of more adult shows scheduled for later in the evening
5. Consumerism – from jewellery to fast cars, to games and household goods, holidays – you name it!  Everything is a must have NOW
6. Bank and loan company advertising – you MUST have this or that NOW and we, your financial institution, can see that you do get it NOW.
7. News clips and updates.

What might these items be teaching our children who, remember, are at the peak of their learning abilities and ability to absorb and be influenced by what they see and hear?

1. Sweets, chips, cakes are highly desirable – more desirable than the foods that are good for us.
2. It teaches bad eating habits.
   1. Fast foods that are high in fat and highly processed and more desirable than healthy food.
   2. Going to the trouble of cooking healthy food is ‘too hard’ – in less than 5 minutes our favourite fast food outlet can give us those delicious fries and burgers and thick shakes.
3. If you are driving a car the only way to go is FAST! This inculcates a ‘need for speed’ in the very young. [Any wonder why the road casualties are so high!]
4.  ‘Previews’ always show the most tantalizing part of any show – the most violent part, the most morally questionable part.  This tells small children that this must be acceptable behaviour. After all, it is on TV and adults their parents or grandparents age are doing those things!
5. It tells them that they can have everything NOW – just by demanding it! [Have you seen how some children behave in the supermarket or toy store?] It does nothing to encourage delayed gratification. Principles like restraint and the teaching of values like forbearance, patience, hard work and the satisfaction of earning what you get so that what you obtain is valued and cared for rather than being discarded quickly and just adding to our environmental pile of ‘rubbish’ pollutants.
6. Loan companies and banks make it all look so EASY to get whatever we want RIGHT NOW! Just sign here on the dotted line – no need to save, no need to work for it, you can have it all now. Irresponsibility when it comes to money maters and property is all too often the result. It is breeding a ‘disposable’ society.
7. News clips and updates come on the TV all the time – almost as regularly as advertisements. They always feature the latest sensation –
   1. some horrific war scene or crime scene,
   2. some scandal involving some immoral but famous person.

This runs the risk of little children believing that violence is ‘approved’ by society and that immoral behaviour, whether some scam or betrayal of loved ones, is the norm.

These, of course, are just a very few examples. Historic role models like Ghandi and Mother Theresa would have been utterly horrified!  When my own five children were young and impressionable I was too busy to be constantly policing what was on the TV screen. I chose not to have TV in the house. I am not suggesting that others do likewise. I am suggesting that you take a closer look at what your children are seeing on TV. After all, you would not invite a notorious gangster into your living room to boast of his violent, murderous exploits to your children. Why allow him and others as bad to influence your precious sons and daughters by inviting them into your home through your TV set? Our children are more precious than jewels! Let us protect them!

To highlight my concerns about the media and its very mixed message, in a semi-humorous way, I wrote ‘Little Square Eyes”. Ron Chironna’s wonderful picture conveys the fear, confusion and uncertainty relayed to children  by the very wide assortment of images with which they are constantly bombarded  by the media – war, fire, flood, famine, persecution, crime, etc…………..

If you would like a free download of the poster of  “Little Square Eyes” to use in your classroom or library, follow the link or go to www.sharing-books.com  and enter the title in the search facility.

J.R.Poulter

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