Finally, a report on children's media that doesn’t make parents feel bad! Released this week in the UK as part of the Hello Campaign, an initiative focused on making communication a priority in homes and in schools, a quarter of parents who have young children admit using the television as a babysitter. And 70% percent of them do not feel guilty about it.
Surprising? Not really. Amazing? A little. Even though the American Academy of Pediatrics has long advocated or reduced screen time, setting guidelines that children watch no more than 2 hours of television per day, the data demonstrates that kids are watching much, much more than that. Which, we all know by now, can lead to problems. As recently as April of this year, a study came out linking kids TV to heart disease.
Feeling guilty yet? Don't. The reason why parents in the UK feel good about their children’s TV watching is because there are so many wonderful, educational shows. 42% of respondents said that quality children's television is a great way for kids to learn. It's all about context.
Take Babycenter's posts Why you should never feel guilty about kids watching TV and Watch that TV, guilt-free! CommonSense Media's Best TV for Kids provides even more reasons to enjoy a little screen time.
I also like what Dimitri A. Christakis and Frederick J. Zimmerman, authors of "The Elephant in the Living Room: Make Television Work for Your Kids, have to say: "At its best, TV can educate and inspire. High-quality documentaries offer insights into history that no book can equal. Children's educational shows have the proven ability to help children learn to read to be kind, and to share. In short, when used appropriately, television has the power to expand horizons and help children's cognitive, social and emotional development."
Spokeswoman for the Hello campaign, Wendy Lee, also points out how parents can get more involved and use television as a launching point for communications in the home. "TV can be used as a fantastic opportunity to bring children's favourite characters and shows to life beyond the box as well... chatting about characters, making up stories and even acting out adventures can help parents develop their child's language and communication," she said.
In short, children's TV doesn't need to hide in the closet as a guilty, forbidden pleasure. And we as parents can actually admit to feeling good about it. Companies like my clients Ameba TV (http://amebatv.com) and The Mother Company (http://themotherco.com) are redefining screen time by offering high-quality, educational, slow-paced, commercial-free shows for kids - and that's something both parents and kids can feel pretty great about.
Friday, May 13, 2011
Monday, March 28, 2011
‘Baiting outrage’ and other social media marketing tactics
The way I see it, ABC News and the Today Show just ran a ten-minute infomercial for Abercrombie & Fitch. The lure? The “oversexualized” push up padded bikini on Abercrombie Kids. Mommy bloggers and social media parenting experts all took the bait and jumped right into the outrage feeding frenzy. It’s bad for girls self esteem. Who needs padding when you are 8? The only reason for a push up anything is to push sexuality.

Okay, okay, we get it.
Actually, we all got it a long time ago, as in the 1970s, which is why I think this whole outrage thing is kinda silly. Even my 8 year-old daughter was rolling her eyes at the experts on the Today Show this morning. “Bad for girls? Huh? It’s just a boring striped bathing suit.” And then... “Mommy, what does ‘oversexualization’ mean?”
Thank you, Meredith Vieira, for today’s word of the day!
Lucky for Abercrombie & Fitch, they’re back in the news as being an “edgy” brand targeting youth, which is exactly where they want to be. The moms who ban Barbies and Bratz dolls aren’t shopping there anyway, so for them, this latest stunt amounts to a whole lotta free publicity and traffic. I can just hear the A & F execs in their closed-door meetings... "oh yeah, nice boost in traffic... all we had to do is name the product 'push up' and then change it to something boring like 'triangle' and the hub-bub will be forgotten by tomorrow... meanwhile, sales are great."
Baiting outrage, a term coined by Amy Jussel, media literacy expert and founder/executive director of ShapingYouth.org, seems to be the new normal for going viral. Amy pointed me to a new Tufts study on media and incivility, further proof that the headlines just keep getting worse and worse even while the hard data on news and trends often proves otherwise.
Here’s the problem. Traditional marketing doesn’t really work anymore and we’re all getting a little tired of social media and blogging and e-mail marketing, with all of those #giveaways we can #win and #promo codes that are about to expire and #exclusive offers that aren’t really exclusive at all. Every marketer is clamoring for attention so it’s not surprising that “padded push up bikini for 7 year-olds” was able to cut through the clutter and actually grab out attention. Only… you’re smarter than that and you’re not going to fall for it next time. Right? Right.
I was in a client meeting this morning discussing – you guessed it – an upcoming marketing campaign for a product targeted to children and one of the partners mentioned in an aside, “You know... my husband is one of those tech people who’s always a year or two ahead of the trends. And guess what he just did? He erased his online profile. Facebook, Twitter, LinkedIn, Foursquare… poof! Gone.”
In a virtual world full of media frenzy – one that doesn’t necessarily mirror the real world we actually live in – erasing one’s frenzied social media presence has a lot of appeal.
So, marketers, how will you reach your customers then?
Okay, okay, we get it.
Actually, we all got it a long time ago, as in the 1970s, which is why I think this whole outrage thing is kinda silly. Even my 8 year-old daughter was rolling her eyes at the experts on the Today Show this morning. “Bad for girls? Huh? It’s just a boring striped bathing suit.” And then... “Mommy, what does ‘oversexualization’ mean?”
Thank you, Meredith Vieira, for today’s word of the day!
Lucky for Abercrombie & Fitch, they’re back in the news as being an “edgy” brand targeting youth, which is exactly where they want to be. The moms who ban Barbies and Bratz dolls aren’t shopping there anyway, so for them, this latest stunt amounts to a whole lotta free publicity and traffic. I can just hear the A & F execs in their closed-door meetings... "oh yeah, nice boost in traffic... all we had to do is name the product 'push up' and then change it to something boring like 'triangle' and the hub-bub will be forgotten by tomorrow... meanwhile, sales are great."
Baiting outrage, a term coined by Amy Jussel, media literacy expert and founder/executive director of ShapingYouth.org, seems to be the new normal for going viral. Amy pointed me to a new Tufts study on media and incivility, further proof that the headlines just keep getting worse and worse even while the hard data on news and trends often proves otherwise.
Here’s the problem. Traditional marketing doesn’t really work anymore and we’re all getting a little tired of social media and blogging and e-mail marketing, with all of those #giveaways we can #win and #promo codes that are about to expire and #exclusive offers that aren’t really exclusive at all. Every marketer is clamoring for attention so it’s not surprising that “padded push up bikini for 7 year-olds” was able to cut through the clutter and actually grab out attention. Only… you’re smarter than that and you’re not going to fall for it next time. Right? Right.
I was in a client meeting this morning discussing – you guessed it – an upcoming marketing campaign for a product targeted to children and one of the partners mentioned in an aside, “You know... my husband is one of those tech people who’s always a year or two ahead of the trends. And guess what he just did? He erased his online profile. Facebook, Twitter, LinkedIn, Foursquare… poof! Gone.”
In a virtual world full of media frenzy – one that doesn’t necessarily mirror the real world we actually live in – erasing one’s frenzied social media presence has a lot of appeal.
So, marketers, how will you reach your customers then?
Thursday, February 24, 2011
Oh Baby! Here’s what a little Bieber can do for you.
Justin Bieber is making headlines again with his recent haircut, a cute new ‘do that I happen to think says a lot about the crossroads Bieber is facing in his career – and the longevity of his brand.
Depending on how you look at it (for all you Beliebers and non Beliebers alike), Bieber had either a not-so-great week or a pretty awesome week last week. There was the Grammy’s snub, the Rolling Stone’s controversy and the New York Times article, that according to E! Online, “practically predicted his obituary.”
Personally, I think the haircut was a great career move. Bieber is back in the news and he didn’t have to resort to sex tape making, pole dancing or drunk driving! And… word on the street is that his recently-released movie, Never Say Never is a true delight. (This just in from my 70 year-old mother and my 8 year-old daughter: “We went to see it to see how bad it was, but now we love him! It’s the most inspirational movie we’ve ever seen!”)
Now. What the heck does this have to do with you and your brand? A lot. Right now things may be humming along with your latest product launch or ad campaign, but even the best companies eventually face a few blips and start to lose their mojo. The buzz simply begins to peter out. When this happens, you can either choose to make a lot of noise and generate a lot of hits with a sex-tape type of brand strategy move, or you can pull a Bieber and simply get a haircut. He even turned it into a positive PR spin by donating his locks to charity!
Any recent controversy aside, the message that's still stuck in my mind (and I'm willing to bet is still in the minds of millions of fans) is that Bieber’s message is 80 percent squeaky clean. He sings pop music. He's a kid. He's got a whole lifetime ahead of him that he can fill with silly love songs, so I just don't think the jury is out yet. Perhaps most importantly, his ultimate propaganda vehicle at the moment, Never Say Never, focuses entirely on his back story. This is what I truly believe (Belieb) is his most powerful tool. Yours too. The best way to connect with fans of any kind is to reach them at a deep emotional level and to pull at the heartstrings a little bit. A compelling back story or archetype can work wonders for a brand's longevity and one could even argue that without one, you don't really have a brand. Bieber’s is all about overcoming obstacles and unleashing the hero within.
What’s yours?
Depending on how you look at it (for all you Beliebers and non Beliebers alike), Bieber had either a not-so-great week or a pretty awesome week last week. There was the Grammy’s snub, the Rolling Stone’s controversy and the New York Times article, that according to E! Online, “practically predicted his obituary.”
Personally, I think the haircut was a great career move. Bieber is back in the news and he didn’t have to resort to sex tape making, pole dancing or drunk driving! And… word on the street is that his recently-released movie, Never Say Never is a true delight. (This just in from my 70 year-old mother and my 8 year-old daughter: “We went to see it to see how bad it was, but now we love him! It’s the most inspirational movie we’ve ever seen!”)
Now. What the heck does this have to do with you and your brand? A lot. Right now things may be humming along with your latest product launch or ad campaign, but even the best companies eventually face a few blips and start to lose their mojo. The buzz simply begins to peter out. When this happens, you can either choose to make a lot of noise and generate a lot of hits with a sex-tape type of brand strategy move, or you can pull a Bieber and simply get a haircut. He even turned it into a positive PR spin by donating his locks to charity!
Any recent controversy aside, the message that's still stuck in my mind (and I'm willing to bet is still in the minds of millions of fans) is that Bieber’s message is 80 percent squeaky clean. He sings pop music. He's a kid. He's got a whole lifetime ahead of him that he can fill with silly love songs, so I just don't think the jury is out yet. Perhaps most importantly, his ultimate propaganda vehicle at the moment, Never Say Never, focuses entirely on his back story. This is what I truly believe (Belieb) is his most powerful tool. Yours too. The best way to connect with fans of any kind is to reach them at a deep emotional level and to pull at the heartstrings a little bit. A compelling back story or archetype can work wonders for a brand's longevity and one could even argue that without one, you don't really have a brand. Bieber’s is all about overcoming obstacles and unleashing the hero within.
What’s yours?
Labels:
brand strategy,
fame,
fans,
Justin Bieber,
tweens
Monday, January 31, 2011
Move over, virtual worlds, it's all about "entertainment ecosystems"
I don't normally cover the video game industry but this weekend's New York Times article, Allowing Players to Assume The Ultimate Role: Game Creators by Seth Schiesel definitely caught my eye. And it wasn't just because of the cute bunny. One of the things that has been a little puzzling over the last decade is how traditional media and new media have collided into a user-generated frenzy of information and entertainment while the video game business has left players on the user-created content sidelines. “One of the saddest aspects of the electronic age is that even as computers have become more powerful and pervasive (ubiquitous, even),” writes Schielsel, “the ability to create software for them has escaped the reach of everyday people.” Until now.
Enter Sony's LittleBigPlanet 2. The game allows everyday folks to create their own games - and share them. Amazing, really, in today’s world of daily YouTube hits and reality TV and blog-turned-book-turned movie deals that it took this long. Schiesel likens the game to a "stunning new entertainment ecosystem," a game that is so much more than a game because the users are literally in control of the play. "Of course making anything that lots of other people will actually enjoy still takes a tremendous amount of dedication and perhaps even skill. That is true in any realm of creation," writes Schiesel, "but if you are, say, a parent who worries that video games are melting your children's brains, ask them if they wouldn't like to try their hand at actually making a game."
But of course! Couldn't it be this easy? We can solve the kids-on-the-couch epidemic and foster the technological leaders of tomorrow by simply providing kids with the tools they need to create their own entertainment. Now that's what I call 21st century play. How about you - what kinds of things are your brands doing to engage kids in tomorrow's technology?
Enter Sony's LittleBigPlanet 2. The game allows everyday folks to create their own games - and share them. Amazing, really, in today’s world of daily YouTube hits and reality TV and blog-turned-book-turned movie deals that it took this long. Schiesel likens the game to a "stunning new entertainment ecosystem," a game that is so much more than a game because the users are literally in control of the play. "Of course making anything that lots of other people will actually enjoy still takes a tremendous amount of dedication and perhaps even skill. That is true in any realm of creation," writes Schiesel, "but if you are, say, a parent who worries that video games are melting your children's brains, ask them if they wouldn't like to try their hand at actually making a game."
But of course! Couldn't it be this easy? We can solve the kids-on-the-couch epidemic and foster the technological leaders of tomorrow by simply providing kids with the tools they need to create their own entertainment. Now that's what I call 21st century play. How about you - what kinds of things are your brands doing to engage kids in tomorrow's technology?
Monday, January 24, 2011
Ire of the Tiger
First of all, I’m still not even sure what compelled me to attend the event, but I just had to go. I don’t know if I was expecting a train wreck or a Jerry Springer show or an Oprah confessional but what I was not anticipating was a mostly middle-aged, older (about half Asian, half white) smartly-dressed-with good haircuts overwhelmingly-sympathetic crowd. When Ms. Chua came out, she paused right in front of me (it was standing room only; I snagged a spot in front) for a few moments before walking to the podium, our auras intersecting. Awaiting a sense of revulsion, I instead felt drawn to her. I suddenly had this urge to tap her on the shoulder, give her a wink, a smile, even a hug. What’s the big deal? I thought. Why do so many people hate her? Petite, holding her head high, dressed in a red sweater, black mini skirt and pointy red and black shoes, she looked very much like a neighborhood mom on her way to work. Like someone I might have gone to college with or (gasp) even a close friend. On stage, she was self-deprecating and funny and the audience laughed at all of her jokes. I did too–- at first; feeling her pain when she told us that the Wall Street Journal had chosen an obnoxious, unfortunate headline and that all of the resulting vitriol was because her words had been taking out of context. She was misunderstood. Her text is a memoir, not some soapbox prescription for parenting.
So she did what any self-respecting author would do. She read from her book. “My story is a journey,” she told us, “writing this book was like family therapy. I’ve learned from my mistakes!” she said, flinging her tiny arms in the air with exasperation. Ms. Chua chose to read seven pages from the last chapter of Battle Hymn and this is when my emotions took a turn. In a matter of seconds my blood shifted from a happy mellow soup to a perturbed simmer and then into a hot, rolling boil. I wondered if I had anything suitable in my animal-print purse that I could throw at her.
Ms. Chua read a scene that takes place in a Russian restaurant during a family vacation where she bullies and berates her youngest daughter, then 13, into taking one bite of caviar. Astonishingly, the audience roared with laughter as she read.
“Do you know how sad and ashamed my parents would be if they saw this, Lulu—you publicly disobeying me? With that look on your face? You’re only hurting yourself. We’re in Russia, and you refuse to try caviar! You’re like a barbarian. And in case you think you’re a big rebel, you are completely ordinary. There is nothing more typical, more predictable, more common and low, than an American teenager who won’t try things. You’re boring, Lulu—boring.”
“Shut up,” said Lulu angrily.
“Don’t you dare say shut up to me. I’m your mother.” I hissed this, but still a few guests glanced over.
“I hate you. I HATE YOU.” This, from Lulu was not in a hiss.
“You don’t love me,” Lulu spat out. “You think you do, but you don’t. You just make me feel bad about myself every second. You’ve wrecked my life. I can’t stand to be around you. Is that what you want?”
A lump rose in my throat. Lulu saw it, but she went on.
“You’re a terrible mother. You’re selfish. You don’t care about anyone but yourself. What—you can’t believe how ungrateful I am? After all you’ve done for me? Everything you say you do for me is actually for yourself.”
In an instant, everything that was wrong with my own childhood-- the Chinese mother-like terror, the threats, the verbal abuse over A- grades and swim races lost -- flashed in front of me. Lulu was now my heroine. I’d never had the guts to tell my mother how much I hated her, and now I felt the rage welling up inside of me. Even now, as a 40 year-old, I harbor so much resentment over my upbringing. Go Lulu go, I thought. Your mom is a mean, self-righteous bitch. She has Totally Wrecked Your Life.
Then the strangest thing happened. Someone in the back of the room collapsed. A few people knelt down around the collapsee; others stood back, annoyed. Ms. Chua held a fixed position at the podium with her arms crossed in front of her chest. A woman with a cane who was seated near me shouted “someone should call 911!” and I dug into my bag for my phone. The woman standing next to me saw what I was doing and hissed, “She’s old. I’m sure she just fainted because she was standing up too long. These things happen.” Oh, right. Sorry. I guess I missed the part about not helping old people at an Amy Chua event. Browbeaten into submission, my phone remained untouched.
A few minutes later, with the old woman in question hydrated and revived, Ms. Chua continued her reading. The scene ends with her daughter Lulu smashing class in the Russian restaurant and Tiger Mom running through Red Square. She returns later and says to her daughter “You win. It’s over. We’re giving up the violin.” This is the big cathartic moment. As Ms. Chua read these last words she looked around the room as if to say, “see, I’ve changed. I let my daughter win the battle. This is what the whole book is about.”
I shifted uncomfortably against the table behind me, horrified.
Ms. Chua began to take questions and a few people began to leave. Part of me hoped that their exits were due to the fact that they were just as disgusted as I was, but it could have had more to do with the fact that the room was hot or they were bored or had to get home to feed the dog. It’s Seattle, land of the passive-aggressive, so I guess I’ll never know.
The Q & A did nothing to reduce my temper. Chua took the opportunity to further tout the benefits of Chinese parenting and hard-working immigrant work ethics, railing against ‘Western’ values, like “coddling one’s children” or “focusing on self esteem.”
I raised my hand. “How can you make these broad generalization about Western parenting vs. Chinese parenting?” I asked. “I have a Chinese mother and there haven’t been any immigrants in my family for several generations.”
Chua was disarmed only slightly by my ‘Chinese mother’ comment. It’s fairly obvious from my appearance that I’m not a Chinese descendant.
“I clearly state this in chapter 1,” she responded, annoyed, “weren’t you here when I read from chapter 1?”
I nodded. I did hear her description of how she was using Chinese and Western parenting “loosely,” as she wrote (and I have since read the actual chapter), but still found it to be totally judgmental, stereotypical and racist. I guess that was my real question: how can you be such a blatant racist? How can you be so rude and mean?
Chua looked around the room for some friendly faces, as if to say, this stupid woman in the tan sweater on my left, she doesn’t get it, does she? “I’m an academic,” she said, looking me in the eye. “This is what we do. We come up with a term for something and use that description throughout our texts. I’m just so surprised that I have to keep defending my footnotes.” There were a few chuckles from around the room.
My voice began to crack. “You’ve said that people have written to you and said that they are scarred for life due to this style of parenting. What’s your response?” I asked.
“I really can’t say,” she shrugged. “I don’t know the particulars of each family. Perhaps there is some mental illness.” Later, she talked about her Chinese father, a “black sheep” in his family because he rebelled against his parents by pursuing “creative” endeavors. He immigrated to America and never spoke to his family again. Scarred for life, I assumed.
Other audience members spoke. One was a woman of Chinese descent who said, “I really identify with you (to which Chua responded with “Thank you! At least someone does!!”) before explaining that she has two special needs children and that this kind of parenting doesn’t work with her kids. Chua told us about her sister with Downs Syndrome and how her mother worked with her relentlessly, drilling multiplication tables. Today the sister happily works at WalMart. Another woman in the back said that she was a “type A person, very successful in everything I do” but that she completely lacked creativity and couldn’t think out of the box. Chua’s response: “I think there have been some books written about creativity. Maybe you should read them.” It went on like this for almost an hour.
In the end, I had more questions than answers. Why does Chua think she’s learned from her mistakes if no mistakes were actually made? Why is she so convinced that her methods represent love even though she says the word "love" isn't actually used in her family? How does she sleep at night? Why does my (Western, Texan) husband, with his two advanced degrees and incredible work ethic, call his parents every Sunday and talk for an hour whereas I cringe every time I see “Mom” on my caller ID? Why am I so bothered by Amy Chua? Why do I even care? I tortured myself by thinking about all of the mean things that my mother has ever said to me -- and me to my own children -- and wondered if I might be a Tiger Mom myself.
I suppose if I were a Tiger Parenting "success story" I would suck it up and recognize the "tough love" for what it is. I would appreciate the criticism and thank my parents for pushing me beyond my limits. According to Chua, "the proof of the superiority of Chinese parenting is how the children end up feeling about their parents" and I knew in my heart that nearly everyone in the room at Elliot Bay would have absolutely no sympathy for the wimp that I was as a child or perhaps the wimp that I will always be.
There’s a scene in the American Girl Movie “Chrissa Stands Strong” that I've watched multiple times with my 8 year-old daughter, when the art teacher (played by Jennifer Tilly) explains to Chrissa that bullies bully because they’re really insecure and by putting other people down they can feel better about themselves. Given the recent attention on kids and bullying, we also know that bullies learn from other bullies. Not that long ago, when my Grandmother was still alive, my mom and I paid her a visit. She looked up at my mother from her wheel chair and exclaimed “Your hair looks gawd awful! And that’s a really doggy looking outfit.” My mom’s response: “At least I’m not in assisted living!”
So, I guess, it takes one to know one. My mom, my grandmother, her mother and grandmother perhaps -- and yes, I have to include myself in here as well -- we’re all insecure, self-loathing wimp/bullies. Mean, bitchy Tiger Moms.
On the drive home, I turned on the radio. It was an NPR re-run, an interview with Karen Armstrong, author of Twelve Steps to a Compassionate Life. "There's a mood of despair around, whether we're Easterners or Westerners," Armstrong said. "And despair is a dangerous thing, because once people lose hope, they can resort to extreme measures."
Armstrong goes on to say that compassion isn't an easy or popular virtue. "People often prefer to be right," she says.
The last line of Battle Hymn reads "Lulu will plug her ears, and we'll fight, but I'll have gotten my message out, and I know she knows I'm right."
I was going to end here with a line about how I'm right about Amy Chua but that would be a little too ironic. So instead I'll just say that I'm looking forward to reading Battle Hymn in its entirely, in addition to Twelve Steps.
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