SEXY……AND 7? The sexualisation of children and adolescents through advertising By Jennifer Tansey

SEXUALISATION – HAS ADVERTISING CREATED A NEW ‘FIFTY SHADES OF 12’? Sexualisation refers to making something sexual in character or quality. The sexualisation of children and adolescents refers to this age group being looked upon or evaluated as “sex objects”. Sexualisation refers to making something sexual in character or quality. The sexualisation of children and adolescents refers to this age group being looked upon or evaluated as “sex objects”. The inappropriate imposition of this sexual attitude towards children and adolescents has largely been driven by the media and related advertising forces. The media are marketing campaigns where children and teens are encouraged to act in sexual ways – well beyond their years or level of emotional maturity to comprehend what their own sexuality is all about. The inappropriate imposition of this sexual attitude towards children and adolescents has largely been driven by the media and related advertising forces. The media are marketing campaigns where children and teens are encouraged to act in sexual ways – well beyond their years or level of emotional maturity to comprehend what their own sexuality is all about.

THROUGH TELEVISION 97% of children in Australia aged between 5-14 watch television. 70% of children aged between 8-18 have TV’s in their bedroom. 97% of children in Australia aged between 5-14 watch television. 70% of children aged between 8-18 have TV’s in their bedroom. On average, the 8-18 year age group watches 4 ½ hours of TV per day. On average, the 8-18 year age group watches 4 ½ hours of TV per day. Popular Teen/Tween TV shows such as “Dance Mom’s”, “Toddlers and Tiara’s”, Here Comes Honey Boo Boo”, are Reality TV series that centre around vanity and appearance. Parents of the children that appear on these shows are the driving force in wanting their children to be “the best”. These shows are heavily edited for sensationalism, however the media culture is pushing this lifestyle as “the norm” for young girls. Popular Teen/Tween TV shows such as “Dance Mom’s”, “Toddlers and Tiara’s”, Here Comes Honey Boo Boo”, are Reality TV series that centre around vanity and appearance. Parents of the children that appear on these shows are the driving force in wanting their children to be “the best”. These shows are heavily edited for sensationalism, however the media culture is pushing this lifestyle as “the norm” for young girls. Dance Mom depicts young girls aged between 8-13 dancing in provocative costumes, with suggestive movement. Toddlers and Tiara’s glorifies the child beauty pageant industry in the USA – where babies and children are judged on their ability to achieve a “perfect appearance” – incorporating make-up, spray tans, wigs, waxing, eyelash extensions and “flippers” (false teeth for children). Dance Mom depicts young girls aged between 8-13 dancing in provocative costumes, with suggestive movement. Toddlers and Tiara’s glorifies the child beauty pageant industry in the USA – where babies and children are judged on their ability to achieve a “perfect appearance” – incorporating make-up, spray tans, wigs, waxing, eyelash extensions and “flippers” (false teeth for children). The media is not the only guilty party here – the question needs to be asked – “why are parents allowing their children to be exploited and seen as sexual objects”? Is it for their own gratitude and for their own 5 seconds of fame? The media is not the only guilty party here – the question needs to be asked – “why are parents allowing their children to be exploited and seen as sexual objects”? Is it for their own gratitude and for their own 5 seconds of fame?

THROUGH MAGAZINES The printed media has been flooded with “tween” and “teen” magazines – aimed at the 9-18 year old market. These magazines are primarily geared towards females. Articles range from how to achieve “sexy’ looks, weight loss tips to achieve “sexy bodies”, “hooking up” with boys – the common term now associated with engaging in certain sexual practices and how to deal with failed relationships. Magazines that covered these topic were initially introduced into the Australian market back in the 1970’s – but where strictly adult only. Print media has sort to expand its market share and revenue by selling sex to a younger audience. Pacific Magazine Australia argue they are in fact, providing a community service to teens – claiming they are only delivering what teens need and want to hear.

AND TOYS Berjuan Toys are the maker of the “Breast Milk Baby” – girls can attach a “magic top”, then attach the baby doll to the flowers on the top. The baby will then start to suckle and swallow….. The Company argue that it promoting awareness and acceptance of breast feeding. They believe there is nothing more natural than children wanting to imitate, through play the actions of their mother. They claim they are trying to teach people from a young age that breast feeding is not something sexual. Critics counter argue this stance, saying their objection to the toy is not based on a dislike of breastfeeding, but rather “let children be children”. Are children and their toys being drawn into the Breast Vs Bottle debate? Creepy….. Or instructive? (The doll does come in a range of skin colours and in boy and girl version. Sexualisation meets political correctness?)

THROUGH MUSIC The lyrics of the music young children listen to expose them to sexual language and terms not appropriate to their age group or developmental levels. The lyrics of the music young children listen to expose them to sexual language and terms not appropriate to their age group or developmental levels. Most recently, the music video clip for the song “Elastic Heart” by Sia featured 11 year old Maggie Ziegler. She appeared in a nude coloured leotard to give the impression she was dancing naked, along side 28 year old Shia Belouf. Sia claimed it was in the name of artistic expression. The artistic express of the clip saw Sia’s net worth exceed $20 million dollars. Despite being criticised for promoting paedophilia, Sia may well agree with the old saying “there is no such thing as bad advertising”. Most recently, the music video clip for the song “Elastic Heart” by Sia featured 11 year old Maggie Ziegler. She appeared in a nude coloured leotard to give the impression she was dancing naked, along side 28 year old Shia Belouf. Sia claimed it was in the name of artistic expression. The artistic express of the clip saw Sia’s net worth exceed $20 million dollars. Despite being criticised for promoting paedophilia, Sia may well agree with the old saying “there is no such thing as bad advertising”.

AND FASHION The fashion industry in Australia is worth over $27.5 billion dollars to the Australian economy. Fashion labels are marketing to young children and teens (and their parents) – pushing an image of what looks “cool” or “in”. Clothing will often have a sexualising effect – for example, low necklines, padded crop tops, mini skirts, strapless dresses and ripped jeans. The marketing campaigns often feature young models (children and teens) assuming an adult model look – heavy make up, accessories – well beyond their years. Poses can often be provocative – with the young model assuming what can only be regarded as a “sexy” stance.

BOYS ARE NOT IMMUNE TO THIS EXPLOITATION In their bid to boost profits, corporations have realised that this demographic is one that has not been exploited to its full potential. “Hyper masculinisation” has become the new term to describe the pressure put on young boys to look like men and portray a masculine image well beyond their years.

BUT BABIES……. REALLY?

WHAT’S THE WORST THAT COULD HAPPEN? Sexualisation of children robs them of their childhood and leaves them open to exploitation in varying forms. The ability of a child to develop a healthy body image is corrupted by the pressure to look like a miniature adult. Girls’ contact with sexual imagery has a detrimental effect on their physical and mental health such as low self esteem, poor academic performance, depression and eating disorders such as anorexia and bulimia. Advertising and the media send a message to children and teens that it is acceptable to act in a manner well beyond their chronological or developmental age. Children begin to participate in sexual activity at earlier ages – they try to “fit it”, engaging in conduct they are not physically or emotional ready for. Vulnerable children and teens are potential targets for not only corporate paedophiles, but real paedophiles. Children and teens – in a bid to be accepted, lose the ability to stand up for their own values and what they believe in.

DEAR MR ADVERTISER, WHY ARE YOU DOING THIS? Corporate Paedophilia is a metaphor used to describe advertising and marketing that sexualises children and teens. They are selling products to children well before they are able to understand advertising, with consumption being the prime objective. Public morality and the welfare of children comes second to company profits. The tween market, which covers 7-13 year olds, is worth more than $10 billion in Australia. With this amount of money in the offering, there is a relentless drive of business for new markets. While the marketing to children is not a new phenomenon, it is far more sophisticated through advancements in technology. By not engaging in this corporate paedophilia, marketing companies would be facing enormous financial losses (but perhaps gain ethical worth….).

CAN THIS BE STOPPED? A 2008 Senate enquiry into the sexualisation of children in the media made a range of recommendations to the government of the time. A 2008 Senate enquiry into the sexualisation of children in the media made a range of recommendations to the government of the time. The government failed to follow up on any of these recommendations, arguing a study into the phenomenon fell outside the scope of existing research bodies. The government failed to follow up on any of these recommendations, arguing a study into the phenomenon fell outside the scope of existing research bodies. Instead the government stated they wanted to look at broader child protection policies, focusing on reducing child neglect and child abuse. Instead the government stated they wanted to look at broader child protection policies, focusing on reducing child neglect and child abuse. By definition, child abuse does not extend to making money out of the exploitation of children – so for now, Corporate paedophilia has the “green light” from the Government and other regulatory bodies. By definition, child abuse does not extend to making money out of the exploitation of children – so for now, Corporate paedophilia has the “green light” from the Government and other regulatory bodies.

REFERENCES Rush, E and La Nauze, A (2006) ‘Corporate Paedophilia: Sexualisation of Children in Australia’, October Websites son-ma xx5.html The-sexualization-of-young-girls.html?pg=all