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Children as Consumers

52.

Whilst a range of educational initiatives exist to support children in schools (DCSF/DCMS, 2009; Advertising Association, 2011), there is a need to evaluate further the effectiveness of child media and commercial literacy initiatives both inside and outside schools. There is also a need for an increased focus on improving parents' awareness and understanding of newer marketing techniques and advertising regulation as a whole, enabling them with to support their children better in developing their emotional resilience to commercial pressures.

"If I stand on a pin, the nerves in my foot send a message through my nervous System to ten my brain I am experiencing Pain and to lift my foot. Knowing how the media works is like that. I understand how the System works, but it doesn't stop it hurting."

15 year-old girl in conversation Reg Bailey

CASE STUDY: IMPROVING PARENTS’ MEDIA
LITERACY IN ARGENTINA

In partnership with the media industry,Argentina’s Ministry of Education has created a national media education programme.This is designed to increase the ability of children and young people to understand and interpret messages in the media, and to help parents guide their children's relationship with the media.

Booklets for parents have been produced and distributed as inserts in popular newspapers – all funded by industry. ‘TVin the Family’, for instance, answered some frequent questions and concerns that parents have about children and television along with helpful advice to help parents discuss television with their children. 'Internet in the Family' contained tips and recommendations for safer internet use, enabling parents to provide guidance to their children when surfing the internet. Both campaigns were funded by companies in the media and communication industries, and supported by television adverts, radio discussions and an online discussion forum.

Source: Ministry of Education,Argentina