Review article

Early Childhood Commercialization and the Creation of Value "Mental Maps"

Jasminka Zloković ; Faculty of Humanities and Social Sciences, University of Rijeka

Abstract

A child develops in the context of family dynamics but his/her competence and the adoption of cultural and social norms depend on his/her peers, teachers, the media and other educational environments that impact behaviour and view formation. Studies reveal that the media have radically changed the way children play and behave by neglecting the importance of creative games, critical thinking and social contacts. 
Confrontation against the strong global marketing directed towards greater consumption by children, indiscriminate acceptance of everything offered to children and social isolation seem to be a "mission impossible." This work presents a scientific and educational discussion of early childhood commercialization and creation of value mental 'maps' under the influence of media, consumption, games and toys. In order to effectively protect children from manipulation and aggressive attempts of downgrading the importance of family and educational institutions, the view of the inevitable need to strengthen partnership between parents and educators is promoted in this paper. The establishment of a partnership is an effective and fundamental assumption in encouraging the development and protection of children despite the fact that it appears to be a marginalized pedagogical issue in pedagogical practice.

Keywords

early childhood; educators; manipulation; moral values; toys

Hrčak ID:

117851

URI

https://hrcak.srce.hr/117851

Publication date:

18.2.2014.

Article data in other languages: croatian

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