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China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.
This important source for students, researchers, advertisers and parents reviews the debates and presents new research about advertising to children. Chapters cover food and alcohol advertising, the effects of product placement and new media advertising, and the role of parents and teachers in helping children to learn more about advertising.
The impetus for this book was a series of guest lectures for the “Issues in Applied Cognition” Institute sponsored by Fordham University’s Graduate School of Education May 26-27, 2005 and convened at Fordham University in New York City and May 30-June 7, 2005 at The Beijing Center for Language and Culture in Beijing. The book that has since emerged is designed to serve as a reference that brings together theoretical perspectives, research findings, and cultural practice in the examination of media from a primarily Sino-American vantage point, as commented upon by Chinese, U.S., and U.K. researchers and practitioners. The need for such a reference is prompted by China’s status as a nascent superpower and the ramifications of that emerging status for collaborative ventures and exchange of information with the U.S. Clearly, one flourishing context in which this “sharing” will occur is media. The goal of this volume is to provide the basis for consideration of the theoretical and practical issues that both China and the United States media will encounter as they move toward greater economic and political interdependence. This discussion is approached through the lens of media practice, research, and education and includes the voices of media market researchers, journalists and editors, developers of children’s educational programs, and academicians. Collectively, the chapters offer a select set of snapshots of how media in China and the U.S. look at one point in time. This moment is one that includes China preparing for the Beijing 2008 Olympics and the U.S. grappling with its involvement in an unpopular war. However, these images may capture what has been referred to in photojournalism as a “decisive moment” in the fledgling media interdependency between the U.S. and China.
Concern is growing about the effectiveness of television advertising regulation in the light of technological developments in the media. The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission. These all offer opportunities for greater commercialization through advertising on media that have not previously been exploited. In democratic societies, there is a tension between freedom of speech rights and the harm that might be done to children through commercial messages. This book explores all of these issues and looks to the future in considering how effective codes of practice and regulation will develop.
A form of 'electronic opium' is how some people have characterised young people’s internet use in China. The problem of 'internet addiction' (wangyin) is seen by some parents as so severe that they have sought psychiatric help for their children. This book, which is based on extensive original research, including discussions with psychiatrists, parents and 'internet-addicted' young people, explores the conflicting attitudes which this issue reveals. It contrasts the views of young people who see internet use, especially gaming, as a welcome escape from the dehumanising pressures of contemporary Chinese life, with the approach of those such as their parents, who medicalise internet overuse and insist that working hard for good school grades is the correct way to progress. The author shows that these contrasting attitudes lead to battles which are often fierce and violent, and argues that the greater problem may in fact lie with parents and other authority figures, who misguidedly apply high pressure to enforce young people to conform to the empty values of a modern, dehumanised consumer-oriented society.
From Internet censorship to sex and violence on television and in video games to debates over rock lyrics, the effect of media on children and adolescents is one of the most widely debated issues in our society. The Encyclopedia of Children, Adolescents, and the Media presents state-of-the-art research and ready-to-use facts on the media's interaction with children and adolescents. With more than 400 entries, the two volumes of this resource cover the traditional and electronic media and their controversial impact—for good and ill—on children and adolescents.

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