Education as the critical interpretation and evaluation of culture Branding: the mythology of brands and its link with consumerism. (The buying and selling of teenagers?) Presented by Hayley Loadsman St Francis Xavier Primary School Ballina NSW

Why is this an effective approach? If students are doing the research and critical analysis themselves, they will connect more with the content than if it was a lesson presented to them. This in turn enables them to be more effective at communicating these ideas to others. Gives students access to the same world of research that a teacher has access to. More interested and engaged Empowering students Transfer of learning Modeling the practice and application of this critical evaluation of culture can be valuable for their religious education and for their learning for life. A critical analysis of culture with the understanding of how it can influence people’s thinking, values and behaviour. What is a critical pedagogical approach to culture?

What is branding? A brand is a name or term that distinguishes one product from another. It is used in marketing and advertising with the goal of higher product sales. This presentation will highlight the key spiritual and moral concerns in a way that apprises colleagues on an initial informed perspective on this social issue. Psychologically: Builds an emotional connection with consumers on trust and loyalty. A promise: The brand makes a promise to consumers about expectations of quality and service. Identity: Consumer recognition and differentiation from competitors. Iconic branding: Brands that have aspects that contribute to consumer's self- expression and personal identity. Consumers value them for providing identity. Some of these brands have such a strong identity that they become cultural icons. What does branding do? Branding: the mythology of brands and its link with consumerism. Click for a short clip on The history of ‘branding’. Step 1: Investigate the topic objectively and summerise its components.

Necessary conditions Satisfactory performance Reputation of good quality Myth-making ‘Cultural insiders’ use the brand ‘Cultural insiders’ need to be genuine and respected Cultural contradictions Not completely in line with current prevailing ideology Reflective of how consumers wish they were Cultural brand management Myth- making process is ongoing and evolving Iconic brands evolve with cultural change Branding: the mythology of brands and its link with consumerism. Four main components of iconic branding.

Branding: the mythology of brands and its link with consumerism. This type of branding induces ritual-like behaviour in purchasing or consuming the brand’s products. Why is this a social issue or concern? Teens are drowned with so much marketing about the importance of brands to identity and image, it has changed the way they socialise with each other, interact with adults and view themselves and the world. Step 2: Outline the social concerns surrounding the cultural issue.

Branding: the mythology of brands and its link with consumerism. Step 3: Highlight the spiritual and moral issues associated with the topic in diplomatic and appropriate way. There has not been a great deal of practical research on the effects of marketing to teens until recent years. Points to consider: Recent results have psychologists arguing for a change in the political and social culture. In the hope that marketing's identity- molding effects could be traded with the influence of parents and other role models in teenagers’ communities.

Branding: the mythology of brands and its link with consumerism. Why are psychologists arguing for change in political and social culture? Teenagers are at a developmental stage when they're naturally insecure and searching for a personal identity. The culture of branding is teaching them that material possessions are what matter. Teens want to identify with their peer group and are attracted to the prestige or ‘coolness’ they believe brand-name clothing provides them. This makes them especially vulnerable. Marketers manipulate teens to use materialistic values to define who they are and aren't. In doing this, the natural process of developing an identity has been high-jacked by branding.

Branding: the mythology of brands and its link with consumerism. How can we help teens to distinguish between what they truly like and what marketers have told them to like? At home: find ways for children to spend time away from advertising and talk to them about why and how ads are produced. In schools: work to stop the influx of advertising messages in school buildings. Incorporate critical pedagogy of social and cultural issues such as ‘branding’ into Religious Education and across the curriculum. As teachers: become a critical interpreter of culture and evaluate what is happening socially and politically. Then we can model these skills appropriately for the children that we teach. This will help them to critically look at cultural sources of meaning and alert them to the spiritual aspects of life that are often out shadowed by cultural ideals brought about by a consumer based society.