The concept behind commercialisation is to develop deliver and produce products and services and deliver it to a target market. One group that is often been targeted is that of children and young people. The term Tweenagers is often used in the commercial world, ( Kehily.MJ (2016) p.246) cites Marketers define Tweenagers as having agency and as being influential customers aged between 8 and 14.
Many Tweenagers today own the latest technologies have a powerful influence over their parents spending decisions and they have the ability to consume products and services both directly and indirectly, marketers take young people’s views into consideration when developing products they use Research into child development, social trends and consumer habits to develop new products and continually improve existing ones. ( Buckingham, 2011, pp. 19-21) cited in ( kehily.MJ (2016), p.245) Dan cook observes market researchers have increasingly represented children as powerful autonomous customers.
However Many people strongly disagree with this and it has often been suggested that a Childs age and lack of experience and cognitive understanding can make them vulnerable ( Kehily,MJ, (2016) p.239) cites the ccfc claims children are exploited and marketing directly to children has an influence on a Childs well-being self-esteem and behaviour children may not have the cognitive understanding to differentiate between fact and fiction. Marketers have refined technics to directly connect with children and many people believe they are exploited because of their emotional vulnerability and powerful influence on parents spending habits and children may be influenced by media content and develop unrealistic views on what is acceptable and what is expected of them.
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for instance the commercial world often markets products specifically for girls which beautify being a girl shows girls wearing revealing clothes and makeup which has been a Cause for concern that commercialisation promotes early sexualisation in young girls in particular. (kehily, MJ (2016) p.244 ) cites The retailing of girls’ clothing has been associated with early sexualisation, with negative consequences such as gender stereotyping, low self-esteem and body image difficulties, products such as barbie have raised concern that women are unrealistically represented (Vaidyanathan, R. (2009) ‘Fifty years of Barbie’)’There have been a lot of occasions where people have said Barbie represents a very unrealistic and damaging idea of what a modern adult woman looks like’ so It could be suggested that the images the commercial world portrays of girls are sexist and unrealistic, and encourages gender stereotyping.
However experimenting with style and sexual curiosity is a normal part of growing up, (kehily.MJ (2016) p.242)research into friendships among children aged between 9_13 (Kehily et al.,2002) cites issues of sexuality emerges a key feature of their friendships. the commercial world takes the desire and interests of children into consideration (Kehily. Mj, p.248) cites dolly magazine addresses its young readership as active consumers and sexually knowing subjects, and marketers would suggest that products and services aimed at girls often provide children with the information and tools to deal with sensitive subjects inspiration for image and encourages individuality and allows young people to Express themselves and represents the choices they have (Vaidyanathan, R. (2009) ‘Fifty years of Barbie’) Ruth Handler said of her creation: ‘Barbie has always represented that a woman has choices …
Another concern is that young people boys in particular are exposed to inappropriate violent materials and this has a negative impact on their wellbeing and behaviour, and many people believe that exposure to violent content encourages aggressive tendencies ,(kehily, MJ (2016) P249) cites the aggressive content of media products for boys can be seen as potentially damaging, Products specifically aimed at boys are often action packed and contains physical violence, and the use of modern technology can expose young people to inappropriate materials and becomes a risk factor for inappropriate behaviours and bad habits and there are also concerns that it negative impacts childrens mental health, although there is little evidence to suggest this, (kehily MJ (2016), p. 249) cites there is little evidence that playing aggressive games generates aggressive behaviours, And in fact modern technology can be empowering for young people have positive effects as it offers them positive opportunities to learn new skills, explore the modern world and express themselves. (kehiley,MJ (2016) p.249) cites ‘ willett (2013), boys are aware of the differences between various forms of violence, and the consumption of films and games is mediated by play. Young people often consider video gaming to be relaxing and even balancing and a positive opportunity to socialise with their peers and Express themselves.
Using research into child development social practices and current trend marketers aim to deliver products that directly inspire and positively impact children and products specifically aimed young people often centred around current trends and interests social practices, (kehily MJ,(2016)p.237) market researchers document the social trends that impact upon children and young people as consumers, the commercial world encourages children and young people to use products and services to communicate freely and express themselves explore individuality and explore the modern world, and they are constantly developing products and improving old ones.
However concern have risen that the refined marketing techniques manufacturers use to directly connect with children and young people takes advantage of their vulnerabilities (kehily, MJ (2016) p.236) cites an enduring critique of consumerism suggests that the market creates false needs and desires and then through advertising dupes individuals into believing they should buy products to meet them (Packard,[1957] 1970), popular products children are often drawn to are often modern technologies, children today have access to a wide variety of different devices and marketers take advantage of this and use these platforms to advertise products specifically for children (Kehily, MJ (2016) p. 239) cites the campaign for a commercial free childhood claim marketing exploits children’s developmental vulnerabilities and directly contributes to the problems associated with modern childhood.
The use of modern technology has risen over the years and many children today own their own devices such as iphones, ipads laptops, tvs and game consoles. This allows marketers to expose children to product and services from an early age, this has the potential to have a negative impact on a Childs life, (Kehily,MJ 2016 p.239) cites sue palmer the author of toxic childhood: how the modern world is damaging our children and what we can do about it, suggests that technological change has had a detrimental impact on modern life, children today are often inundated with advertisements and many people are concerned they do not have the experience or understanding to recognise the difference between information and advertising and are easily susceptible to influence.
However the use of modern technology allows children to interact with the commercial world and connect with friends globally and marketers claim they view children as autonomous consumers and seek to develop and improve products in line with current trends and seek to deliver products that positively impact children’s lives, and offer positive opportunities to express themselves and communicate Seiter (1995) sees children’s relationship with the commercial world as interactive and suggests that the effects of this relationship are diverse and potentially empowering for children.
