Children As Consumers Essay Example

2003)Buckingham (2011) highlights that children are increasingly becoming consumers in their own right. As new marketing techniques are developed to target children, they in turn influence their parents' consumption choices. (Kehily 2012) However, in the 21st century, the idea of children as consumers has come under scrutiny. Parents have become more aware of advertising tactics and their underlying intentions, which manipulate children's desires and dreams. Consequently, there has been a movement against these practices, arguing that children should not be exposed to concepts beyond their understanding (James and James 2012). Despite this, Buckingham (2011) suggests that instead of focusing on the negative aspects of childhood consumerism and lost innocence, it is important to comprehend the complexities of the relationship between children and consumption. According to Buckingham, consumption is an integral part of children's lives and is pervasive, making it impossible to avoid.

The consumer market plays a significant role in shaping the identities of child consumers, with children themselves also contributing to the formation of these identities in their everyday lives. Additionally, consumption practices can serve as a model for children's future decision-making (2011:66, cited in James and James 2012 p21). Consumption, including activities such as shopping, playing with toys, watching TV, listening to music, and selecting clothing, is a fundamental aspect of children's development, comparable in importance to the influences of family, school, and community life (M.J.Kehily, 2003). Duff (1999) indicates that by the age of 9 or 10, approximately three quarters of children are capable of shopping alone or with friends. Their purchasing habits have advanced from simple items like lollies, snacks, and drinks to include magazines and music purchases.

By the age of 10-12,

children are expected to have more control over their parents and their own money to spend (cited in M.J.Kehily, 2003). Additionally, Hobbson (1999 cited in M.J.Kehily, 2003) determines that 12 years old is the point at which childhood ends in marketing analysis. It is the age when children begin to question their parents' understanding and are curious about taboo subjects, while also starting to push boundaries (Handel 1999, cited in M.J. Kehily, 2003).

A 2007 UNICEF report discussed the experiences of children in the UK, Spain, and Sweden to highlight factors that contribute to previously mentioned statistics. The report demonstrated how children across various cultures navigate complex issues in their everyday lives differently. As they age, there's a growing recognition of inequality among them. For instance, UK parents often purchased status goods to hide social insecurities while Spanish parents didn't buy branded items for their kids; instead, they rewarded them with what they wanted. On the other hand, Swedish parents bought expensive brands for their children not due to a trend but because these products had superior quality. The report also pointed out that compared to low-income families' children who spent more time before screens, wealthier families' kids engaged in a broader variety of sports and activities. Moreover, it was noted that many fortunate children found exhibiting dominance over others by "coming first" as the most critical aspect of these endeavors.

According to Unicef (2011), in Spain, the motivation to succeed is driven by the desire to please parents and achieve personal success, rather than outperforming others. However, in Sweden, outdoor activities, sports, and creative pursuits are rarely associated with social comparison. Despite this, children are aware

that fashionable brands do not bring happiness. Unicef's research showed that children still desire aspects of a luxurious lifestyle and may use brands symbolically (Unicef, 2011).

Russel and Tylor (2002, cited in James and James, 2012, p21) point out that there are gender differences in children's consumption habits. Buying "girly" items should be understood within the context of the complex relationship between markets, cultural ideas of gender, and girls' own forms of self-expression as girls. James (2012) argues that it is challenging for researchers to fully describe how children engage with consumerism due to its complexity. Cook (2010, cited in James and James, 2012, p21) suggests looking at it as the concept of consumer enculturation rather than socialization, highlighting the active involvement of children. Cook also emphasizes the multiple trajectories and diversity of childhood experiences in relation to goods and meanings.According to James and James (2012, p22), it is believed that children can gain advantages from being exposed to the diversity found in everyday life and having the option to participate in it. As a result, the government is expected to support families in combating the negative effects of materialistic culture on children's well-being.