The Dress Mess and More:  Commercialism’s Challenges to

Black Children’s Health & Well-being

 

 Velma LaPoint, PhD*

 Howard University

 

• Overview
  • Definition of and Industry Areas of Commercialism Influences on Children
  • Focus: Two Areas of Commercialism’s Influences and Black Youth—Dress/Fashion  Industry and Food Industry Challenges
  • Suggestions for Actions to Help Black Youth, Families, and Communities
• Selected Definitions of Commercialism Influences
  • Commercialization of childhood: Corporate construction of childhood where children are targets of massive commercial messages for youth- oriented goods (Steinberg & Kincheloe,1998)
  • Commercialism influences: Impact of the confluence of practices by corporations and industries in producing, manufacturing, advertising, and selling products and services by corporations and industries (LaPoint, 2003)
  • Commercialization of childhood: Pervasive impact of marketing to children so that their lives are commercialized from birth (Levin & Linn, 2004)
  • Commercialized children: Targeted children for consumption in a new consumer culture characterized by conditions (e.g., explosion in youth spending, electronic marketing to children, more exposure and involvement with adult worlds) (Schor, 2005)

 

• Industry Areas of Commercialism Influences on Children

o       Almost 20 Areas of Industries in Lives of Children  Based on Extant Literature                                                      

o       Bottom Line: Big Profits Often Supercedes Children’s Health and Well-being

o       Have been identified as having adverse or potentially adverse impacts on children

o       Has caused children’s parents and families, child development professionals, and other stakeholders to mobilize for action against marketing to children

 

·        Two Areas of Commercialism’s Influences Specifically on Black Youth Challenges to Health and Well Being

o       Dress/Fashion Marketing

o       Food Marketing

 

• Are Black Youth Vulnerable to Marketing?

o       Black Youth as Marketing Subjects (e.g., age, ethnicity)  

o       Factors:  Cultural Expressions, Live and Simulated Black Models, Demographics, Over-exposure to “Screen Scene” and Radio

 

·        Dress/Fashion Marketing Challenges to Youth

o       Targeting Youth Needs: Belonging, Identity, and Empowerment

o       Marketing Unaffordable Goods and Services (e.g.,$100+) Sneakers, Coats/Jackets, Active-wear, and Accessories

o       Pressure on Parents and Family Members to Purchase Dress/Fashion Items

o       Cross Marketing of Dress/Fashion, Food, Music, and Sexuality

 

·        Dress Related Challenges to All Youth Especially Black Youth

o       Less Focus on Academic Achievement

o       Teasing and Bullying Based on Dress

o       Working Part-time while Comprising Schooling

o       Theft of Items Accompanied by Possible Assaults or Homicides

 

• Food Marketing Challenges to Youth

o       Marketing Low Nutritious Foods on “Screen Scene” and Radio

• Cross Marketing of Food, Toys, Dress/Fashion, and Music

• Marketing “Sedentary Lifestyle”

 

• Case of Overweight and Obesity among Black Girls and Adolescents Versus Other Adolescent Groups

o       Prevalence of Obesity Higher and Increasing

o       More Likely to Be Sedentary

o       Greater Exposure to Commercial Messages

o       More Tolerant Attitudes Towards Obesity

 

·        Suggested Actions to Help Black Youth, Families, and Communities

o       Educate Black Parents and Families to Critically Analyze Commercialism’s Influences on Youth

o       Use Culturally Responsive Education Materials in Critical Analysis

o       Work with Familiar Community Networks (e.g., schools, faith based organizations, and health organizations)

o       Join Other Individuals and Families and Join or Link Organizations to Mobilize for Action at Local, State, and National Levels

o       Provide Opportunities for Youth to Engage In Healthy Activities that Focus on Developing Their Assets (e.g., identity, history, and culture) as  Means to Counter Commercial Influences 

Velma LaPoint PhD (vlapoint@howard.edu) is an associate professor in the Department of Human Development and Psychoeducational Studies, School of Education, Howard University. She conducts research on commercialism in the lives of children and has a particular interest in this topic as it relates to children of color and poor children.