CMNS 130 - Chapter 9 Reading Questions
1. How has consumer culture shaped how we define and understand childhood and youth?
Deregulation: by the 1980s debates about who should regulate child programming
(between government, child advocates, and the entertainment industry) lessened under
the Reagan government debates of child advocates and public advocates were of little
relevance as the FTC and FCC (Federal Communications Commissions and Federal Trade
The responsibility of regulating children’s media was off-loaded to the free market. Soon
the FCC relaxed many of the policies on the amount of commercial minutes permitted
during children’s television shows.
This also happened in Canada. Lobbyists (Canadian Association of Broadcasters
proposed the Broadcast Code for Advertising to Children)
By the mid - 1980s children were seen as consumers in their own right with access to a
disposable, expandable income in billions.
Opening Up to the Girl Market: The introduction of more girl-friendly programming and
merchandise (Strawberry Shortcake, Poochie Puppy) in the 1980s
2. ASC’s Broadcast Code for Advertising
The ideology behind this kind of code is to provide a set of regulations to be followed by
Canadian advertisers to protect children from manipulation and exploitation by advertisers.
They recognize the special characteristics of a children’s audience. I think they work for the
most part, but I believe children are still very influenced by what they see on TV. There are
always debates about what is acceptable and what is not. In order to me to regulate children’s
advertising, I would have to carefully look at the research that has been done to examine the
correlation between child behaviour and what they view or hear on the television.
“Discretion and sensitivity will b