technology risks for children

Beauty Filters Don’t Embrace Brown Beauty: The Rise of Colorism

May 4, 2022 by Ashley Salazar

How would you feel if you found out that your child is going to extreme and dangerous lengths to change their appearance? What if your child is putting themselves in potential harm to fit beauty standards set by beauty filters? Beauty filters can be a fun way to transform selfies, but they have failed to embrace the beauty of all skin tones, especially dark ones. This has led to the rise of colorism and extreme self-esteem issues. To help you recognize the dangers of social media on self-esteem, I interviewed Dr. Chavarria, CSUCI Assistant Professor of Sociology, to offer insight on how colorism affects minority communities and how to prevent it. If you are concerned for your child’s mental and physical well-being when they interact on social media, check out our Social Media Readiness Training for tweens and teens. Our guide prepares your children for safer screen use and prevents psychological illness with our expert emotional wellness tools. Today’s GKIS article shares the story of a young girl negatively affected by beauty filters and tips you can take to help protect your kids from colorism.

What are beauty filters?

Beauty filters are social media features that beautify and erase people’s imperfections and flaws by creating a modified version of themselves. Specific modifications can be anything, but the most popular filters alter the size of facial features, change eye color, and add effects like make-up or long eyelashes.[1]

The Negative Effects of Filters

Low Self-Esteem

Although filters can be fun, they can also be damaging to one’s self-esteem. Research demonstrates that the use of filters can lead to low self-esteem because filter users are more likely to hyper-focus on the features they dislike when using them. This can then lead to frequently comparing one’s real looks with filtered looks, changing our beauty “ideal” and recognizing (even obsessing on) our failure to live up to that ideal. Not being able to accomplish the same look with these filters can make someone feel less than or that they will always be below beauty standards. For others, it may motivate them to find a way to change their appearance to better match the beauty standards set by social media regardless of the risks these changes pose.[2]

The Rise of Colorism

It has been noted by many social media users that beautifying filters usually have a lightening or bleaching effect on the skin. In fact, according to skin color expert Ronald Hall, this effect is not an accident. He explains that it is a way to maintain and conform to historically Eurocentric beauty standards.

Beauty filters are promoting a rise in colorism. Colorism refers to prejudices or discrimination an individual may experience for having a darker skin tone. This phenomenon usually occurs among one’s own ethnic or racial group.[3,4]

A Young Teen Takes Drastic Measures to Change Appearance

Lise, a young teenager, shared her struggles with colorism. Her experience included being bullied for her darker skin tone. The bullying not only came from white girls at school but, to her surprise, also from those who looked similar to her in her same ethnic or racial group.

Seeing pictures of light-skinned women receive lots of likes and positive comments online also confirmed to Lise that she did not meet society’s standards of beauty, bringing her self-esteem down. To try to lighten her skin, Lise began to scrub her mom’s bleaching cream into her skin with a copper wire brush. Even without abrasion injuries, bleaching products can pose health risks.[4]

If you are concerned that your child is suffering from a digital injury like mood and anxiety disorders triggered by compare-and-despair, check out our GKIS Online Safety Red Flags For Parents. With this guide, you’ll learn the behavioral red flags to look out for that may signal your child is suffering from digital injury.

Colorism Affects Minority Communities on a Larger Scale

Colorism is an issue that not only affects self-esteem, but it has also been a problem for minority communities on a larger scale. Dr. Chavarria, CSUCI Assistant Professor of Sociology, explained in our interview that the emergence of colorism, particularly in the Latino society, has been a consequence of conquest and colonization of indigenous communities.

Colonizers constructed these ideas about indigenous communities so they would be perceived as inferior, uncivilized, having no knowledge, and being closer to evil. Whites or being light-skinned, in contrast, have historically been constructed to be perceived as better, good, and even closer to God.

This construction caused the devaluation of indigenous identity features such as brown skin, indigenous language, and ethnic practices leading to the destruction of indigenous communities. Many who managed to survive and succeed in the majority culture often did so by blending in and learning to assimilate. Ethnic roots were lost over generations, and minority communities lost a sense of pride in what they look like. Dr. Chavarria reported that research has demonstrated how individuals that align with beauty standards often get more career opportunities and higher pay.

How to Help Stop Colorism

Start with Family

Colorism needs to be stopped. A first step is addressing how colorism starts within the family. Dr. Chavarria stated that, although colorism often starts with the family, grandparents and parents are often not even aware they are engaging in it. They too have been socialized to believe these ideas about their indigenous roots and characteristics. Therefore, educating family members about what colorism is and how it can cause generational trauma can be the first important step to change.

As a Chicana who has also experienced colorism within my community and family, I recognize that change can be hard. Sometimes I didn’t know how to tell my grandmother that the “advice” she gave me was conforming to Eurocentric standards and colorism, and that it did more damage than help. For example, when family members told me that I should find a light-skinned man with colored eyes so my future children can inherit those features, they seemed to be telling me that, as a brown girl, I did not possess “beautiful” features.

Follow Body-Positive Campaigns

Dr. Chavarria also highly recommends that social media users check out campaigns directed to make positive changes. Cultural Survival on Facebook is a campaign that she tracks. It is an international organization that engages with indigenous communities across the globe. They address important issues like colorism by protecting indigenous women and challenging Eurocentric notions of beauty.

Practice Self-Awareness

If you find yourself contributing to colorism with comments and negative self-appraisals, challenge yourself for positive change.

Speak Out

As you become more self-aware, speak out to friends and post positive pro-beauty messages that demonstrate that beauty comes in many shades and colors. We must consistently challenge historical ideas to break biases and end discrimination. It starts with us, let’s get started!

Thanks to Dr. Chavarria for offering expert insight on colorism and how to prevent it. Thanks also to CSUCI intern Ashley Salazar for researching and co-authoring this article. Colorism is on a high rise due to beauty filters on social media. Check out our GKIS courses to learn to have easier dialogues with your children and protect them from digital injury.

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Works Cited

[1]Ma, J. (2020) Are Face Filters on Instagram, Snapchat, and TikTok leading to a distorted sense of beauty in society? YP. Are face filters on Instagram, Snapchat and TikTok leading to a distorted sense of beauty in society? – YP | South China Morning Post (scmp.com)

[2] Mac Neil, I. (2021) WATCH — Why beauty filters might be messing with your self-esteem. CBC Kids News.

WATCH — Why beauty filters might be messing with your self-esteem | Video | Kids News (cbc.ca)

[3] Wang, C. (2020) Why do beauty filters make you look whiter? Popular Science.

https://www.popsci.com/story/technology/photo-filters-white-kodak-film/

[4] Ryan Mosley, T. (2021) How digital beauty filters perpetuate colorism. MIT Technology Review. https://www.technologyreview.com/2021/08/15/1031804/digital-beauty-filters-photoshop-photo-editing-colorism-racism/

[5] https://www.refinery29.com/en-gb/instagram-face-filters-dysmorphia#:~:text=She%20says%20that%20 she%2C%20 too,no%20imperfections%2C%22%20she%20explains. Have not used might use.

Photo Credits

Photo by Agarwal, Diya. https://www.flickr.com/photos/medicalhealthtips/15946735624/in/photolist-qiabVE-9H6aGv-8Lrnkk-2md9TsF-2md8Nep-5a3eXi-24qG78x-HBuwUe-2kScHdE-tPAvCu-ENxyqW-2krhzMd-2kScb6B-61zsJ-VqpLNQ-kn4YLz-2kS9Knm-w7KHtd-2kSbo8f-2kSboik-2kSgFoJ-2kSgER6-UEKxRF-2kS9KrE-2kSbopC-2kScaKS-2kScaJz-fCjuV-SXbcAJ-9KgCcQ-p57AHY-JNKLtL-tFUtpd-2mcoGCo-uRvgR-5yWPt8-9Am5c5-752fss-5oWrRc-2mcohu5-5szcJ7-2iQK6Lh-VBXddp-XonKAh-a2fEi4-7wuE7x-ouPRzz-f6xVfC-9KdK8r-H4xb4S/lightbox/

Photo by Becerra, Manny. https://unsplash.com/photos/ckXiLvOSieM

Photo by Odunsi, Oladimeji. https://unsplash.com/photos/aU_eOcelLhQ

Photo by Hryshchenko, Volodymyr. https://unsplash.com/photos/WU9dA3C4R28

Are Video Games Too Real for Children?

November 24, 2021 by JasonStewart

Video games have come a long way since Pong was first released in the 1970’s. Advances in gaming technology can enhance the experience for adults, but for children more realistic games are harder to distinguish from reality. At GKIS, our Social Media Readiness Course is designed to prepare your tweens and teens for the unexpected dangers of video games and social media sites. Our course is backed by Dr. Bennett’s years of experience helping tweens and teens who have already suffered digital injury from the unforeseen dangers found online. In this GKIS article we will cover the evolution of graphics and the steps gaming companies take to make games seem more real.

Video games Are Evolving

Video games are based in technology, and since players got their hands on Pong there has been a push to

advance that technology. Originally, video games were played using bulky arcade cabinets. The first home consoles were very restricted by their hardware. Games were flat and involved a character moving around the screen like a piece on a board. This all changed with the introduction of 3D graphics in the early 2000s. For the first time, video games had physical depth and the characters on screen moved more like a real person would.

Video games are striving every year to create a more realistic virtual environment. Games now have wind that moves individual leaves on tree branches, light that dances across the surface of the water, and characters that look real from a distance. Modern video games have advanced technology to foster a sense of extreme realism and maximize immersion. With such engaging digital experiences, it is important that children are provided with boundaries so as to prevent screen-time overload and digital injury. Our Screen Safety Essentials Course grants you access to weekly videos with parenting tips and coaching from Dr. Bennett that will help you pull your child out of their digital world and back into ours.

Motion Capture

It can be difficult to program a character to move in a realistic way. The awkward way early 3D characters moved unfortunately hampered immersion. Recently, the gaming industry began to use motion capture technology to solve this issue. Motion capture is a technique whereby a real human being is recorded in a studio as a program captures their motion and applies it to the game character to make the movement look as real as possible.

In a game called LA Noir, you are a 1940’s detective. One of the major objectives of the game is to interrogate suspects and solve crimes. For authenticity, developers created the characters with real facial expressions. The game used an advanced motion capture system to record the real facial expressions of the voice actors portraying the game characters. Players can tell what a character is feeling or if they’re lying based on facial expressions alone. The game uses very real human empathy and natural social cues as a part of the game, offering deeper immersion and better quality overall.

Real Game with Real Fear

Realistic graphics are fascinating when they’re used to make a character blink and breathe like a real person. Immersion is the goal, especially in horror games. Early horror games were limited in what they could create by the consoles of the time. However, as modern technology has evolved, new possibilities have opened for the horror genre.

Games can include motion-captured characters with realistic looks of fear and pain on their face. Horror games originally wanted to compete with the horror movie industry, but horror games now have the ability to do more than movies ever could.

For example, a game called Dead Space takes the classic zombie movie genre and sets it in a futuristic space station. An alien artifact mutates humans into nearly unkillable monsters. The game makes great use of body horror to drive home the alien nature of these dead humans. Body horror is a type of horror derived from twisting the human body into unnatural shapes creating nightmarish monsters. Our mind still sees that the monster is technically human, but is terrified by how wrong it has become. For example, in Dead Space, the zombie you are tasked to fight is a human with an open chest cavity and arms twisted in unnatural positions with sharpened bone where hands used to be. The key feature is that they still have a human face attached to the monstrous form to remind you that they used to be like you.

Immersion in horror games

The main thing horror games have over movies is the personal nature of the narrative and fear within. A zombie movie may be scary to watch as your favorite character fights for their life. However, an immersive game like Dead Space can make you feel like you’re the one fighting for your life. The immersive narrative attempts to draw you into the character’s shoes and, for the time you play, you can believe that you’re really in danger. The narrative takes on a whole new depth as suddenly you’re the one backed into a corner with only a handful of ammo and your wits.

Another dimension is that a game doesn’t guarantee a happy ending. When you run out of ammo, you know that you’re the one who’s going to die. Often when a gamer talks about an experience with a horror game, they speak in the first person. When I first played Dead Space, I remember the adrenaline rush I got when I had no ammo, because I knew I was going to have to fight my way out with my bare hands. The memory of playing a game differs from a movie because it stores itself as if the player had physically been there.

What does immersion mean for kids?

Realistic video games can be frightening and exciting to play. But at the end of the day, a player can still distinguish the game from reality. The same can’t be said for children exposed to the same things. Children have a harder time separating fantasy from reality.

As video games strive to be as close to reality as possible the task only gets harder. An adult who plays a particularly realistic horror game may have trouble sleeping for a night, but a child will suffer far worse than any adult.

Even outside of horror, we have shooter games that strive for realistic blood and death. Sniper Elite is a game that will follow the bullet fired from a sniper rifle through an enemy to show bones break and organs rupture as the bullet penetrates their body. These advances in immersion are great for taking a player into the world of a game, but only as long as that player has developed enough to pull themselves back out.

What can you do for your young gamer?

ESRB Ratings

Most video games come with an ESRB rating on the box to let players and parents know what type of audience the game is suitable for. If a game is rated for an audience older than your child, the game contains content inappropriate for their age group.

The GKIS Connected Family Course

Our Connected Family Course is designed to help keep your family connected in a world separated by screens. Backed by years of psychological research our course is designed to keep your family connected and working together to prevent digital injury.

Play games with your kids

Make sure the game your child is playing is appropriate and get some fun bonding time in. You can learn what the game your kids are playing is really like by just spending time with them while they play. If a game is inappropriate, it’ll be hard to hide for long.

Thanks to CSUCI intern, Jason T. Stewart for researching advances in the video game industry and co-authoring this article.

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Works Cited

Clasen, M. (2015, July 6). How do horror video games work, and why do people play them? Research Digest. Retrieved November 3, 2021, from https://digest.bps.org.uk/2015/07/06/how-do-horror-video-games-work-and-why-do-people-play-them/.

Iowa State University. (2017, January 25). Video game ratings work, if you use them. ScienceDaily. Retrieved October 31, 2021 from www.sciencedaily.com/releases/2017/01/170125145805.htm

Milian, M. (2011, May 17). The ‘amazing’ facial capture technology behind ‘L.A. Noire’. CNN. Retrieved November 3, 2021, from http://www.cnn.com/2011/TECH/gaming.gadgets/05/17/la.noire/index.html.

The Logo Creative. (2021, March 3). The evolution of video game graphics. Medium. Retrieved November 3, 2021, from https://thelogocreative.medium.com/the-evolution-of-video-game-graphics-1263684f0e38.

Walker, C. (2010, December 22). Video games and realism. Wake Forest News. Retrieved November 3, 2021, from https://news.wfu.edu/2010/12/22/video-games-and-realism/.

Photo Credits

Photo by: Ronald Nikrandt (https://pixabay.com/photos/fighter-warrior-wall-castle-5369481/)

Photo by: Diego Alvarado (https://pixabay.com/vectors/mario-nintendo-retro-super-classic-6005703/)

Photo by: Alexas_Fotos (https://pixabay.com/illustrations/crow-night-gruesome-darkness-988218/)

Photo by: Syaifulptak57 (https://pixabay.com/illustrations/soldier-helmet-battle-pub-g-war-6127727/)

Photo by: ID 11333328 (https://pixabay.com/photos/fortnite-computer-game-game-gamer-4129124/)

Is Your Child a Bystander or a Cyberbully? A GKIS Guide to Empowerment.

October 29, 2014 by Dr. Tracy Bennett

We’ve all read about cyberbullying and know it’s a bad thing. But do you know that recent surveys report that more than half of teens have been cyberbullying victims? This week’s GKIS article is an awesome start to an important conversation – what should parents do to help their kids avoid being the victim of cyberbullying?

THE BYSTANDER EFFECT

The bystander effect refers to the phenomenon of how people are less likely to respond to a person in distress if others are present. The larger the number of bystanders, the less likely anybody will get involved. In other words, people tend to look to others for action instead of acting themselves. Another word for this psychological principle is the diffusion of responsibility,

The most common illustration of the bystander effect is the case of Catherine “Kitty” Geovese. Kitty was a young woman who was attacked and robbed in New York City in 1964. Although as many as 37 people witnessed the crime from their windows and heard Kitty screaming for help, nobody helped. One man, however, did yell, “Let that girl alone!” causing her attacker to flee and Kitty to crawl to her apartment.

Kitty’s attacker, Winston Moseley, then returned ten minutes later to kill her and steal $50. The attack took 30 minutes. A neighbor finally called the police after the final attack, resulting in an ambulance arriving 75 minutes after the first assault. This event suggests that if the neighbors weren’t aware of other onlookers, maybe somebody would have done more to help or intervened sooner.

How does this relate to cyberbullying?

For any single cyberbullying incident, there are various levels of participation. Many incidents involve an assessment of other online bystanders.

These include:

The perpetrator who posts the harmful content (with varying levels of malicious intent)
Those who encouragingly “like” or publicly comment on the post
Those who encouragingly comment via backchannel chat
Those who share or “favorite” the post
Those who repeatedly bring the content back via online sharing or in the form of gossip or face-to-face bullying. (Repeat sharing sometimes goes on for years!)
Those who view and “friend” or remain “friends” with the cyberbully online or offline
Those who copy the cyberbully’s technique
Those who view the cyberbullying incident without further action
Those who view the cyberbullying incident and comment their protest via backchannel chat
Those who view the cyberbullying incident and publicly comment their protest
Those who flag the content as inappropriate or request Web mediation
Those who request adult intervention through parents, academic staff, or law enforcement

Why do kids choose not to intervene?

So many possible responses! And it gets even more complicated from here. Not only are there many options to choose from about WHAT kind of response to make, but there are several reasons kids give WHY they make their decisions.

Robert Thornberg (2007) cites the following seven concepts associated with passive or non-intervention bystander behavior:

Trivialization: The child doesn’t consider the incident serious (often because cyberbullying is so common children are desensitized).
Dissociation: The child feels they are not involved in the situation or is not a friend of the cyberbully or the victim.
Embarrassment association: The child doesn’t want to make the victim more embarrassed or doesn’t want to get embarrassed themselves (stage fright).
Audience modeling: The child looks to bystanders for the social norm.
Busy working priority: The child considers doing other things that are a higher priority than helping.
Compliance with the competitive norm: The child considers social media etiquette or politeness more important than helping behavior.
Responsibility transfer: The child ascribes more responsibility to other bystanders than themselves (e.g., online peers who are more involved with the bully or victim or online viewers with more authority).

What should a parent do?

Children need engaged parents to help them sort through these options to choose what’s right. That doesn’t mean parents should lecture about what’s right and what’s wrong, punish them, or take over. Kids need parents to help them work through complex problems to find the best solution. If the first choice doesn’t make a difference, try the second, the third, and so on. The important thing is to help each other through it.

What should parents encourage kids to do in a cyberbully situation?

Assess their influence potential on the cyberbully. If they are allies at school, it may be worth it to reach out and ask the friend to remove the post or lay off the negativity.
Assess their influence potential on the victim. Reaching out to help somebody who is hurting is a powerful maneuver. Even if the victim is not a friend, it helps to hear that you’re not alone.
Reach out for expert support. Simply flagging the content online may be enough. Reaching out to offline authorities is also an option. Educate your child about the opportunity for anonymous reports and making a real difference.
Never bully the bully or escalate the situation. Sometimes that’s just what the bully is looking for and then your child may become the victim.
Do SOMETHING. Being observant, knowledgeable, and willing to think through your options is powerful.

And most importantly of all…parents please remember, what works in your adult world does not always work in your children’s worlds. Ultimately, they are the experts on what may make a positive difference, you are simply the facilitator.

I’m the mom psychologist who will help you GetKidsInternetSafe.

Onward to More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Works Cited:

Thornberg, Robert. “A Classmate in Distress: Schoolchildren as Bystanders and Their Reasons for How They Act.” Social Psychology of Education 10.1 (2007): 5-28. Web.

Photo Credits:

Tween Cell Phone Texting, Carissa Rogers. CC by 2.0Tiles by José Sáez, CC by 2.0
Working Word, CC by 2.0
J.K. Califf, CC by 2.0
Smartphone Teen by Pabak Sakar, CC by 2.0

Did You Know the Internet is Programmed Like a Slot Machine? 6 Ways Internet Marketers Are Grooming Our Kids to Be Paying Customers

January 22, 2014 by Dr. Tracy Bennett

When we are online, we often view content designed to get us to buy something. Companies and people who make money this way are called online marketers. The more customers these marketers attract, the more money they make. Today’s GKIS article teaches you how to recognize the tricks marketers use to earn money. If you are able to recognize these tricks, you will be more likely to avoid buying things you don’t need or want.

6 Tricks Marketers Use to Encourage You to Buy

Neuromarketing Strategies

Neuromarketing strategies refer to the tricks created from research that studies customer motivations, preferences, and buying behaviors. With customer data collected from brain scans (which areas of the brain engage with certain ad content), eye movement tracking, and customer reports, marketers design their products and advertisements for the best appeal. This means that advertisers know what we respond to and how we respond better than we even know!

Illusion of Scarcity

The illusion of scarcity refers to the technique of only offering a product or a discount for a limited time. By using terms like BUY NOW or LIMITED-TIME OFFER, marketers make us anxious to click the buy button quickly without thinking it through. Adults are better at taking their time before buying than kids are. Not only have adults had more experience and practice, but their brains are more developed to control buying impulses. Most people believe that using these tricks on kids is unfair and unreasonable.

Pester Power

Once a child wants something, they will pester and beg their parents to buy it for them. Parents then buy the item to make their kids happy, sometimes without thinking enough about it. Pester power leads to more family stress and unnecessary purchases.

Packaging Tricks

We buy things if they look great and if we think they would be fun or good for us. That is why marketers spend a lot of money on design and use certain words and images that suggest the product is healthy even if it isn’t, like calling sugary flavors “fruit flavors.”

Using Slot Machine Reward Schedules

We will keep doing something if we are rewarded for it (get something for doing it). Video gaming companies know this. That is why they offer lots of rewards (like points, levels, weapons, and access to other players), so we keep playing and spending.

Psychology studies have shown that the best way to keep somebody playing is by giving them a variable ratio of reinforcement. This means the player is rewarded after an unpredictable number of responses (e.g., sometimes after three clicks, sometimes after one, and sometimes after twelve). There is no set pattern; it’s variable.

Slot machines are also set with a variable ratio of reinforcement because it is the best formula to keep people playing. Gaming companies apply a variable ratio of reinforcement within gaming design to keep players playing too. This can lead to losing control over the time we spend playing, which can lead to unhealthy screen use.

Too much reward can also overload your nervous system and stress you out without you realizing it. If you are cranky after gameplay, it may be that you’ve played too long or should opt for a mellower game.

Aspirational Marketing

Aspirational marketing refers to the technique of making the customer aspire, or wish, to be like the celebrity or influencer selling the product or to be happy like other customers seem to be.

Children’s brains are wired to copy people they look up to. This makes them vulnerable to this trick.

Parents must look out for ads that sell inappropriate things to young kids like sexy clothing, make-over products, rated-R movies, violent or sexual video games, music with inappropriate lyrics, processed and high-sugar, high-fat foods, and other things that aren’t good for kids.

What do psychologists have to say about marketers targeting kids?

In the last twenty years, people have been speaking out about concerns that young children are being specifically targeted by online marketers. In 2004, the American Psychological Association (APA) released a special task force report addressing these concerns.

They concluded that advertising to kids is unfair and promotes the use of harmful products to kids. They recommended that:

more research be conducted,
new policies be adopted like restricting advertising to children 8 years of age and under, and
developing media literacy programs starting in the third grade.

Other countries have responded to these concerns. For example, television marketing to children was banned in Norway and Sweden, junk-food ads were banned in Britain, and war toys were banned in Greece. America is far behind.

Parents and teachers are our children’s only real defense against sneaky online marketers. Although teaching kids about these tricks is a good start, it may place unfair expectations on children. Even knowing the tricks, they often still can’t stop themselves. They don’t have the brain development to do that yet.

We Can Make a Difference

Not only must parents adopt smart online management strategies, but they must also demand changes within the online world and advocate for new laws.

Recent changes in child nutrition are excellent examples of how change can start at home and lead to effective progress within the broader community. For example, due to parents determined to make positive changes in California elementary and middle schools, soft drinks were banned, and healthier food choices were offered.

We can impact what happens to our kids on the internet too! What do you think about formal advertising regulations? Should the government step in or is it the responsibility of the parents? How much regulation is too much? Is there enough regulation already?

If you are ready to reduce the marketing aimed at your kids, check out our Screen Safety Toolkit. Designed to offer tried-and-true links and descriptions of free and for-sale safety products at the device level, this course gives you what you need to increase online safety for your family.

Onward To More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

The Psychological Mind Tricks of Online Neuromarketers

January 21, 2014 by Dr. Tracy Bennett

The commercialization of childhood refers to the fact that companies advertise to kids through websites, video games, and social media. These marketers use sneaky tricks that most adults aren’t even aware of! Before screen devices, we partly blocked advertising to kids since they don’t yet know how to defend themselves. Manipulating kids into thinking they MUST have a product for happiness is unfair. Convincing them that they need something can also make them anxious and feel bad about themselves. Advertising can be harmful to kids. Today’s GetKidsInternetSafe (GKIS) article was written to teach tweens and teens about the sneaky techniques that marketers use to get their money.

How an Experiment with a Rat Taught Me About Operant Conditioning

When I was at UCLA, I took a physiological psychology class. We learned how to study the effects of certain drugs on rats.

Here is how this worked.

Give the rat a drug so she doesn’t feel any pain.
Insert a wire into the pleasure center of her little rat brain.
Attach the wire to an electric source that is controlled by a lever in her cage that she presses with her little paws.
Count every time she pushes her lever to get a small electric charge to her brain’s pleasure center resulting in pleasurable feelings.

We collected two types of data; the number of times she pushed the lever when she was on her medication, and the number of times she pushed the lever when she wasn’t on any medication. If the medication enhanced pleasure, she would push the lever more. If it had no effect, she would push the same amount. If it decreased pleasure, she would push it less.

Because of the “happy inducing” medication assigned to my study group, we found that our rat pushed the lever more when she was on the medication. Not only did my happy rat teach us about the effects of the medication, but she also taught me about how behavior can be manipulated with medication and brain stimulation.

In psychology we call this operant conditioning, meaning the frequency of a behavior (like pushing a lever) is increased with reward and decreased with punishment.

Advertisers Manipulate Us with Operant Conditioning

To get us to buy things, marketers must convince us we need them. To do that, they bake in rewards for buying and punishments for not buying. Sometimes we realize that we are being manipulated, and sometimes we don’t.

Like the rat cage is designed for more lever pushes, advertisements are designed to coax a behavior from us – which is to buy, buy, buy.

Advertising to Children on Screen Devices

In 2006, the Federal Trade Commission reported that food and beverage companies spent 20 billion dollars on advertising targeting children. This often involved cross-promotion with movies or popular television programs.1 With screen devices (like game stations, computers, smartphones, tablets, and handheld game devices), we are exposed to more advertising than ever!

Advertising Techniques Used to Manipulate Kids

Internet marketing influences child brains like the electricity influenced the rat’s brain. Advertisements impact our neurology. That is why advertising designed to influence our brains is called neuromarketing. By persuading you with the company’s messaging (also called branding), you learn to like and trust that brand.

When kids visit websites or play games online, what sneaking advertising tricks might they expect?

Appealing characters that are designed to build brand loyalties at an early age
Banners and popups with lots of color and movement designed to attract and keep their attention
Featured games, puzzles, contests, toys, videos, and appealing activities that are branded to keep kids engaged for long periods of time. The longer you are on screen, the more exposure to the different marketing strategies
Promises of discounts and extra value to encourage pester power (the powerful influence of begging kids on parents’ wallets)
Action commands that create anxiety and spur buying behaviors like BUY NOW, GO NOW, SHOP NOW, PLAY NOW, LEARN MORE

Internet marketing is neither all-good nor all-bad. Sometimes we want to watch advertising content and learn about new things to buy. There is even advertising within online educational products (like the website you are on now). Without customer purchases, companies can’t afford to make cool things.

Young Kids Don’t Yet Have the Brain Abilities to Defend Against Marketing

The good news is that you have found GetKidsInternetSafe.com as a resource to start this educational process and ultimately better educate yourself and your children.

The bad news is that psychological research has demonstrated that, even when trained, children under eight years old lack the cognitive ability to view commercials defensively. In other words, young kids have a limited ability to understand the vocabulary, sentences, and inference drawing required for analyzing marketing schemes. For young kids, visual aspects of advertising dominate informational aspects. Their brains soak in the fun but fail to see the business side of screen time.

Although tweens and teens have the brain wiring to learn the tricks, even with parents helping young kids may still not be able to see them. For this reason, it is important that we limit child exposure to online advertisements and content. Parents must choose what their young kids watch wisely and only allow screen time for short periods of time. As kids grow older and onboard more reasoning abilities, they become less vulnerable to the tricks if they know what they are looking for!

Your Call to Action

Over the next week, I challenge you to change your focus while you are online. Instead of being a passive consumer (watching without thinking), keep an eye out for the marketing strategies embedded within each activity. Notice what tempts you and holds your attention and why. Notice that some strategies push for an immediate sale, while others coax a long-term trusting relationship with the brand to breed familiarity for ongoing sales. Share your observations and your opinions about what is fair play and what isn’t with your friends, parents, and teachers. Pay particular attention to strategies geared toward the adult viewer versus the child viewer.

Next week, I will share with you 6 powerful marketing techniques intended to groom children to be paying customers.

Onward To More Awesome Parenting,

Tracy S. Bennett, Ph.D.
Mom, Clinical Psychologist, CSUCI Adjunct Faculty
GetKidsInternetSafe.com

Anna Lappe asserts that parenting needs to be left to parents – not food marketers, in this TED talk.