WHO’S RAISING THE KIDS?

An eye-opening and disturbing exploration of how marketing tech to children is creating a passive, dysfunctional generation.

In 2004, Linn, a psychologist specializing in childhood development, published Consuming Kids, a landmark study on how corporations develop marketing campaigns specifically aimed at young people. In the ensuing years, there has been a seismic shift in technology, with a flood of smartphones, tablets, and interactive apps, and children are connecting to the online world at younger ages. Some companies are even marketing screen-based games for babies. Lego, once seen as a toy that encouraged creativity and innovation, now comes with apps that direct what the child should do, and stuffed toys can now sing, dance, walk, or talk at the push of a button. “The more a toy can do, the less a child needs to do,” writes the author. “And the less a child does with a toy, the less useful that child’s play is to healthy development.” One of the book’s hardest-hitting chapters examines “pester power,” encouraged by marketers in order to place an emphasis on brands, which allows for the sale not just of individual toys, but entire product lines. Brand addiction is a sure path to profitability. The nadir of cynicism is when researchers profile teens to determine their psychological weaknesses so they can target advertising at them. Linn recounts numerous horror stories about manipulation, but she is proactive in her advice. “Postpone getting your child a smartphone until at least eighth grade,” she writes. “When it comes to raising children, smartphones are probably the most pernicious of all tech devices.” Read books with them, or go outside to play. Put down your own devices so you do not set a bad example. Set limits on screen time, and don’t yield to nagging for more stuff. In other words, be an active and involved parent.

Linn’s examination of how screens have taken over childhood is a must-read for any parent.