Socialization In Consuming Kids

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“What do you call a consumer who wants to buy everything you have, doesn 't care what it costs and is less than five feet tall? A marketer 's dream? Nope. You call them kids.” (AdRelevance Intelligence Report, 2000). Nowadays, children (age 4-12) already have a sense of fashion and attitudes that we may not see in children back in 1980s-1990s. Based on the “Consuming Kids” (2008) and our daily experience we can see and learned that children tends to follows or try to imitate what they see, it can be from television, magazine, school, and sometimes what they see in the real life. In “Consuming Kids” documentary we learned that the total of money that children spend in a year is about $40 billion and the influence of the kids to adult spending…show more content…
And some of the sociological studies has been used in kids marketing. Kids marketing can be found at home, school and even our neighborhood. In home kids learn the brand from television, parents, magazine, books and paper. Everything is part of socialization and there are many agents of socialization. As a human being we were expected to learn and form some attachment to some things or brands from socialization. We learned a lot from primary socialization that is primarily happen in family. “Families provide the primary source of our early emotional attachment and learning… also play a critical role in transmitting culture…” (Tepperman & Curtis, 2013, p. 58). As we know that a child is bombarded with brands, however family always be the main agent of socialization for the company to introduce their brand to children. We may not aware that we try to sell the brand to our kids, but that’s the truth. As an adult we will buy our kids some toys, in the process of buying toys we unconsciously will buy the same brand that we had as a child. For example Hot Wheels, Barbie, etc. Human being also learned from anticipatory socialization. Anticipatory Socialization is “learning the codes and norms of a certain group that one is not a part of.” (Macneill, 2014a). Anticipatory socialization is not something that we learned then try to do it now, rather it provide us the information for us to…show more content…
However is the positive impact out match the negative impact? There are plenty of negative impact to the children from kids marketing, out numbering the positives impacts. As we are discussing right now there are more children out there that become a new victims of kids marketing. Kids these days already understand Social conflict and Symbolic Interactionism in their own terms. As it is defined in symbolic interactionism, “people act toward things based on the meaning those thing have for them” (Macneill, 2014a). Kids will say some foods is better than the other not because they ever taste the food itself but because of the brand the company put on the food packaging. They will go to a supermarket or stores and says that they like the clothes even when adults thinks that the clothes is hideous, just because of the brand or their idols wear it. It isn’t about the style or shapes anymore, now everything is depend on the meaning that item has for the kids. Kids may think that they going to make more friends, become cooler & famous in school if they use what their favourite idols use. When the children wear what their idols wearing, they may be physically ready to wear it. But they are not ready for the critique that society going to throw at

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