Search results

Stresses the importance of examining the changes that children go through in moving from “tweenagers” of eight to 12 years to the more difficult stage of teenagers, and also that teenager characteristics change between generations. Outlines some of these changes and concerns, and characteristics of teenagers such as daydreaming, the search for identity, and the high degree of techno‐literacy and communication skills ‐ featuring for example mobile phones. Describes a research study carried out for the Carphone Warehouse by Kids and Youth: this compared parents’ and teenagers’ views on why teenagers would contact a helpline, and other issues concerned with communication between teenagers and their parents. Observes that teenagers are not only consulted by their parents on marketing decisions over products like the internet and mobile phones, but they are becoming more altruistic and politically involved compared to earlier generations.

Describes the impact of changing lifestyles on family eating habits: families eat together far less nowadays than they did, and snacking and fast‐food restaurants are more common than they were, especially in the USA and the UK. Outlines the social changes behind these habits, notably the number of working mothers who rely on ready‐prepared meals, especially in young families, plus the larger number of divorces and the increasing amount of technology in the home. Points to research which shows that children who eat with their families tend to eat more fruit and vegetables and less saturated fat, and also had better school and psychological performance; the concern with obesity in particular is making parents and children more aware of the links between diet and health, and manufacturers are responding with new lines like Sainsbury’s Blue Parrot range.

Surveys the children’s market in Europe, finding that there is a general similarity in child behaviour between countries. Focuses on children’s use of technology, finding that they have high levels of creativity in anticipating designs of products like mobile phones. Moves on to the high levels of technology in children’s bedrooms, finding that, overall, 20 per cent of children between five and 12 own a mobile phone, 36 per cent have games machines, and 44 per cent have a TV set; the UK shows highest ownership of all three, but Spain has the highest level (39 per cent) of computer ownership and the highest (21 per cent) of Internet access, and Germany has the highest level (18 per cent) of DVD player ownership. Monitors what is “hot” for three to eight‐year‐olds and for tweenagers (eight to 12 years): the former show high uniformity between countries, since they see the same TV channels; Tamagotchi and Neopets remain popular, but pink “girlie” style Barbie dolls are less popular now. Judges that the latter, tweenage group, are difficult to market to, as they fall between children and teenage worlds, but that their technology‐filled bedrooms are important to them.

Interviews Jeremy Preston, Director of the Food Advertising Unit in the UK, on the crucial issues of child obesity and health; the FAU was set up in 1995 under the auspices of the Advertising Association. Explains the work of the FAU in acting as a centre for information, communication and research in the field of food advertising, especially in regard to children. Reviews the legislation in various countries which attempts to restrict the amount of advertising to children. Outlines Jeremy Preston’s views that children are more sophisticated than adults think, and that they know how advertising works from a young age; he sees education, exercise and improved labelling as important methods of promoting healthy lifestyles to children.

There are now 3.6 million Internet users aged 7–16 in the UK. Over half of all children, 51%, now have access to the Internet in school or at home, a massive leap from 31% just over a year ago. Although there are more boys on‐line than girls, the gap is narrowing with 54% of boys, and 48% of girls using the Internet now, compared to 49% of boys, and just 39% of girls six months ago. NOP Family's latest wave of ‘kids.net’ research shows that the Internet is now becoming an important marketing tool for any organisation that wants to market to children. The research, which aims to measure children's use of the Internet in school and at home, was conducted last October/November. A nationally representative sample of children aged 7–16 were interviewed for the study. 2001 face to face interviews were carried out in children's homes, and focus groups were held with boys and girls aged 7–8, 9–10, 11–12, 13–14. The study is now an established syndicated tracking study carried out every six months with 18 clients taking part from broadcasting, the media, advertising, fmcg, government, financial services, and .com companies and organisations. The DfEE has been a sponsor from the beginning, and has given NOP Family some useful input into the structure of the study.

Interviews Stephanie Valentine, Education Director of the British Nutrition Foundation (BNF), for an educator and nutritionist’s view on childhood obesity. Outlines the work of the BNF: it is an independent scientific charity which is funded by food manufacturers and retailers as well as the government, and it focuses on the two large areas of school education and science. Presents Stephanie’s views on the power of education to change eating habits: children will naturally like some less‐than‐healthy foods, and in fact it is lack of exercise that is the greatest problem. Moves onto the role of the National Curriculum in England and Wales, and the problem that it does not include home economics. Concludes with an example of BNF’s work: the Lunchbox Project, which studies the packed lunches of schoolchildren in different social contexts.

Interviews Paul Jackson, chairman of Media Smart, which is a UK media literacy programme founded in 2002 and focusing on advertising; it is aimed at schoolchildren aged six to 11, is funded by the media industry and supported by Ofcom, the UK government and the European Commission. Introduces the Responsible Advertising and Children group, which Jackson also chairs and which represents European advertisers, agencies and media; it believes that media literacy for children is more effective than outright advertising bans. Outlines the Media Smart programme, which consists of three modules with materials and a DVD, and includes an introduction to advertising, commercial advertisements aimed at children, and non‐commercial advertising; perhaps the most interesting section is on controversies. Notes Jackson’s intention that Media Smart stay focused on advertising, rather than widening its scope in the way that Concerned Children’s Advertisers has done in Canada.

Interviews Cathy Loblaw and Diana Carradine, who established Concerned Children’s Advertisers in Canada 15 years ago; its aim is to inform children about social issues, advertising and the media. Lists the four platforms in the CCA process: The Broadcast Code for Advertising to Children (television), the Canadian Code of Advertising Standards (all media), media literacy education, and social messaging. Indicates interest in CCA from Singapore and the UK. Explains CCA’s success as due to consistent campaigns, the commitment of a group of companies to empowering children, and support from government and independent agencies. Outlines CCA’s latest campaign, which is “Long Live Kids” and focuses on children’s obesity; the target age is six to 12.

Discusses the relevance of mobile phone technology in marketing to young consumers aged between 18 and 22; these are the millennials who are heavy mobile phone users and often the architects of change in US culture. Shows how permission is vital in connecting with these consumers interactively: they do not hate all advertising, but they hate “spim”, which is receiving, and paying for, spam messages over their mobile phone instant messaging systems. Describes some relevant features of this converging technology: podcasting and mobcasting, super‐megapixel camera phones, television on demand, purseless payments using radio frequency identification (RFID), recognition technologies, and mobile teleconferencing. Suggests some strategies for marketing to millennials: develop case‐specific insights, target mindsets, and develop new ways of connecting with consumers. Illustrates this with the story of how Doritos promoted a new snack flavour line by targeting mobile phone‐owning millennials with billboards, instant messaging and websites.

This paper aims to examine the concepts of gendered, entrepreneurial identity and fetishism through an analysis of images of Barbie entrepreneur. It draws on the literature of entrepreneurial identity and fetishism to examine how such identity is socially constructed from childhood and how exposure to such dolls can shape and influence perceptions of entrepreneurial identity.

Using semiotic analysis the authors conduct a visual analysis of the Barbie to make observations and inferences on gendered entrepreneurial identity and fetishism from the dolls and artifacts.

The gendered images of Barbie dolls were influenced by societal perceptions of what an entrepreneur should look like, reflecting the fetishisation of entrepreneurship, especially for women. Mirroring and exaggerating gendered perceptions, the dolls express hyper-femininity reflected in both the physical embodiment of the doll and their adornments/accessories. This includes handbags, high-heeled shoes, short skirts, haute-couture and designer clothes. Such items and the dolls themselves become fetishised objects, making context and culture of vital importance.

There are positive and negative implications in relation to how the authors might, as a society, present unrealistic gendered images and role models of entrepreneurship to children. The obvious limitation is that the methodology limits what can be said or understood, albeit the imagery mirrors socially constructed reality for the context examined.

This is original research in that no previous published studies have tackled gendered entrepreneurial identity in relation to fetishism. The value of the work lies in discussing the concepts and embeds them in the expanding conversation surrounding gendered entrepreneurial identities.