How Modern world is damaging the minds of our youth

How Modern world is damaging the minds of our youth

By Sadia Wali

“She was standing on the steps of the Uffizi Gallery in Florence – a short, dark haired girl, slightly overweight, sulkily licking an ice-cream. I guess that she was no more than ten years. I suspect the only  thing the little soul  wanted to do is to curl up in front of TV to watch her favorite advertisements.’’ writes Sue Palmer in her book ‘Toxic Childhood: How The Modern World Is Damaging Our Children And What We Can Do About It’

According to social learning theory of Strasburger, “Children and adolescents learn by observing and imitating what they see on the screen, particularly when these behaviors seem realistic or are rewarded.” Hence it is a correct notion that the media is a reflection of society, media content has a direct influence on the mental and physical progression on young growing minds.

Apparently, young children spend more time using computer, the Internet, video-game and a cell phone and the vast majority of them have access to a bedroom television as well. Since a child’s brain is immature and he cannot comprehend the difference between illusion and reality, the marketers and advertisers through their fascinating and captivating advertisements attracts these innocent mind. Using fantasy in advertisements of junk food, candies, chocolates and carbonated drinks, the food and beverage advertisements negatively exploit a child’s imagination; thus, creating sense of urgency in them and compelled them to buy the product.

­The marketing campaigns continue to mislead children and young people in terms of the nutritional benefits. Children less than 6 to 8 years are more attracted towards fantasy; they are incapable of understanding the marketing tactics. The messages in food advertisements encourage children to induce their parents to buy the products. To children, it appears cool, fun and exciting to eat these unhealthy products anytime.

Instead of focusing on strengthening the physical health of children and undermining the significance of healthy lifestyle choices, the advertisements have created huge negative impact on the mental and physical health of the children and teens. The question which bothers me is that although we act like mature individuals who understand the influence and consequences of overexposure of media on society, yet we act in an irrational way and feel comfortable in following the materialistic life style trends as portrayed by mass media. Let’s take an example of carbonated drinks; soft drinks have become a part of modern living. Soft drinks advertisements are especially targeting young people who drink soft drinks in place of water. People love drinking soft drinks too–they give the refreshing feeling and seem to quench thirsts on a scorching hot day. Purchasing designer outfits have increased extensively. The fashion industry continues to manipulate the mind of young women and appeals them to buy expensive designer clothes and females are developing a certain sense of pride they are equipped with all the ideal fabric of today marketplace. With prices reaching the thousands, most designer clothing is regularly purchased by only those who can afford it. However, people with modest income cannot afford to buy the designer dresses due to their short budget. This is however one social effect which we need to ponder over it whether buying a designer clothing item is worth or not! 

                                         

Advertising seems to be jeopardizing one's idea about life style as media has changed the living standards and lifestyle of people. Take the example of family-oriented activities such as eating dinner together, families discussing the important issues and youths seeking advices from elders are now rarely seen.  Whether the meal is a home-cooked feast or fast food from the drive-through, the most important ingredient is the sharing time it strengthens family ties.Since children and families are now more exposed to commercial media, it has severely damaged the cultural values and traditions, effecting their self-esteem and relationships with their parents. Consequently, young people have more likely to develop materialistic attitudes and self-beliefs. 

      In recognition of the importance of fostering ethical, responsible and caring young people, character education plays a pivotal role. Strong moral education can help children and adults to acquire virtues or moral habits that create real and deep impact and bring personal change in an individual. Hence, moral and spiritual development, self-control and personal mastery develop realization in the person to accept simple things and could distinguish between reality and temptation. ‘Learn to say no and mean it’ is only possible when character is built up strongly. . How many times you wanted to go for a walk, knowing how wonderful you feel afterwards, but due to laziness, you stayed at home and watched TV instead  Or How many times have you tried to change your eating habits, stop smoking, or get up earlier in the morning, but you didn't possess enough inner strength and persistence? Developing willpower and self-discipline can make a great difference in one’s life. These skills build up Inner strength which is vital for success and for personal growth.

 As Dr. Habib Sadeghi says,

“Inside all of us, there is grassland that needs tending with the greatest of care. When we don’t have the proper tools to nurture it, the soil of our soul becomes exposed to the damaging effects of negative life experiences. It dries up, loses its nourishing capabilities and blows away, leaving us completely ungrounded.”

 William Bennett observed in The Book of Virtues,

“There is nothing more influential, more determinant in a person life than the moral power of a quiet example. It is critically important that parents should influence children’s character in positive ways”

Parents have great concern about the impact of the mass media on children and teens. Concerned parents fear that since media exposure has created toxic new generation, it is a perplexing as how they can protect their families from the problems of the modern world and help ensure that their children emerge as healthy, intelligent and pleasant adults.

As parents, “we strive day in and day out to provide healthy meals, drive our kids for recreational activities; and teach them to say “no” to bad habits such as smoking, watching too much TV etc. While we are busy covering all the basics of being a good parent, we can be far too oblivious of the effects the social media is having on children”.

 It is up to adults to set an example for children and to protect them from temptation. Parents can teach children to be more cautious about the media distinguish what content they see or hear in the media or the content is appropriate to watch. Help them develop an appreciation for non-material rewards. In today’s consumerist culture, youth could easily come to believe that image — wearing the “right” clothes, driving the “right” car, etc. — represents the path to success and happiness. Parents can make strong statements about what they value by the ways in which they allocate their own resources and how they allow their children to spend the funds entrusted to them. . As parents and children interact with one another and with others outside the home, there are countless situations that can be used to teach valuable lessons about responsibility, empathy, kindness, and compassion.