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Salem State professor releases gift-buying guide for children
Rebecca Hains, a Salem State University communications professor who has a book coming out at the end next month called "Growing up with Girl Power: Girlhood on Screen and in Everyday Life," is also out with her list of what people should consider when buying holiday gifts for both adolescent girls and boys.
The book explores how then notion of “girl power” saturated the commercial marketplace in the 1990s with toys such as the Bratz dolls, then the Spice Girls and cartoon women (The Powerpuff Girls) as superheroes and expressions such as “Girls rule!” and “You go, girl!”
Hains’ research found that empowerment messages are being drowned out by very different subliminal messages and argues that buying toys marketed as ones that “empower girls” might do the opposite.
“The reason I became interested in the topic is because there were lot of articles in newspapers and magazines and blogs that said what great role model these cartoon girls are for young girls,” Hains said during a phone interview this afternoon. “They said it was fantastic that there are so many strong, powerful, energetic, really active and generally empowering characters. What I notice as a scholar is nobody was really talking with girls. I thought ‘What a great opportunity, I can talk to girls in a long-term project and screen different episodes and see what they take away.’”
Hains said she was surprised to find that the girls she studied didn’t emphasize the moral messages in the cartoon episodes.
“In reality, they had such a hard time getting the moral of the story,” she said. “They would really get the opposite of what producers’ indented. It’s not necessarily anything that you can fault the show for.”
The research found that little girls are bombarded by so many other messages about what it means to be beautiful and how they are supposed to act and be accepted in society that it was difficult for the cartoons to cut through the clutter.
“They were reading broader messages into the cartoons meant to help them,” Hains said. “I was kind of disappointed. “I wanted them to be empowered.”
In the spirit of her research and the holiday season, Hains has also compiled a list of what parents need to think about when choosing gifts for adolescent children of both genders. While the list of most popular toys for children often feature characters found in the mass media, Hains said other toys that are not media generated might be healthier for children.
She said it’s important to remember that characters found in mass media are often generated by manufacturers to sell toys and toys and games without media characters allow children to project their own imagination while they are playing.
“I think sometimes people just don’t think to think outside of the box,” she said.
Here are Professor Hains’ shopping guidelines for children’s gifts, girls or boys:
1. Choose toys that encourage open-ended play.
Toys that encourage imaginative or creative play healthy choices that can provide children with the most fun in the long-term. Lower-tech, open-ended toys such as blocks, play food, and dress-up toys are great choices.
2. Avoid toys that tell children how to play.
Toys that direct children's play should be given as gifts minimally. Avoid toys that have only one intended use and discourage creativity.
3. Choose toys that encourage interactions with others.
Toys that can be played with friends or by the whole family, such as sporting goods or board games, should be strongly considered.
4. Feel free to shop in the "wrong" toy aisle.
Although many stores arrange products by gender -- with aisles of "boys' toys" and "girls' toys"--consider these categories as mere suggestions. For example, little boys often enjoy play kitchens as much as girls do, but play food is in the girls' aisle; girls often enjoy toys that involve constructing things, but these are usually placed in the boys' aisle. Be creative in your search.
5. Try to minimize kids' screen time.
It's healthiest for kids to spend time in active, creative ways--not in front of a screen. Think carefully before buying any gift that directs kids observe or interact with on-screen content, no matter how "educational" their manufacturers claim them to be.
6. Look for experiences in addition to products.
Consider giving tickets to theatrical productions, memberships to zoos or museums, or vouchers for other outings. Things experienced, rather than consumed, are wonderful ways to create happy memories together after the holiday season is past.
7. Avoid on-screen products for children under two.
The American Academy of Pediatrics (AAP) recommends that children younger than two watch no television. This applies to other screen-oriented products, as well (such as movies, computer games, and apps). Although it's impractical for many families to follow the AAP guideline to the letter, it's a good consideration while shopping: less is better, especially for the youngest of children.
8. Books, books, books!
For children of all ages, books make wonderful gifts. Every child should be given at least a few books at the holidays.
Justin A. Rice can be reached at jrice.globe@gmail.com.
The book explores how then notion of “girl power” saturated the commercial marketplace in the 1990s with toys such as the Bratz dolls, then the Spice Girls and cartoon women (The Powerpuff Girls) as superheroes and expressions such as “Girls rule!” and “You go, girl!”
Hains’ research found that empowerment messages are being drowned out by very different subliminal messages and argues that buying toys marketed as ones that “empower girls” might do the opposite.
“The reason I became interested in the topic is because there were lot of articles in newspapers and magazines and blogs that said what great role model these cartoon girls are for young girls,” Hains said during a phone interview this afternoon. “They said it was fantastic that there are so many strong, powerful, energetic, really active and generally empowering characters. What I notice as a scholar is nobody was really talking with girls. I thought ‘What a great opportunity, I can talk to girls in a long-term project and screen different episodes and see what they take away.’”
Hains said she was surprised to find that the girls she studied didn’t emphasize the moral messages in the cartoon episodes.
“In reality, they had such a hard time getting the moral of the story,” she said. “They would really get the opposite of what producers’ indented. It’s not necessarily anything that you can fault the show for.”
The research found that little girls are bombarded by so many other messages about what it means to be beautiful and how they are supposed to act and be accepted in society that it was difficult for the cartoons to cut through the clutter.
“They were reading broader messages into the cartoons meant to help them,” Hains said. “I was kind of disappointed. “I wanted them to be empowered.”
In the spirit of her research and the holiday season, Hains has also compiled a list of what parents need to think about when choosing gifts for adolescent children of both genders. While the list of most popular toys for children often feature characters found in the mass media, Hains said other toys that are not media generated might be healthier for children.
She said it’s important to remember that characters found in mass media are often generated by manufacturers to sell toys and toys and games without media characters allow children to project their own imagination while they are playing.
“I think sometimes people just don’t think to think outside of the box,” she said.
Here are Professor Hains’ shopping guidelines for children’s gifts, girls or boys:
1. Choose toys that encourage open-ended play.
Toys that encourage imaginative or creative play healthy choices that can provide children with the most fun in the long-term. Lower-tech, open-ended toys such as blocks, play food, and dress-up toys are great choices.
2. Avoid toys that tell children how to play.
Toys that direct children's play should be given as gifts minimally. Avoid toys that have only one intended use and discourage creativity.
3. Choose toys that encourage interactions with others.
Toys that can be played with friends or by the whole family, such as sporting goods or board games, should be strongly considered.
4. Feel free to shop in the "wrong" toy aisle.
Although many stores arrange products by gender -- with aisles of "boys' toys" and "girls' toys"--consider these categories as mere suggestions. For example, little boys often enjoy play kitchens as much as girls do, but play food is in the girls' aisle; girls often enjoy toys that involve constructing things, but these are usually placed in the boys' aisle. Be creative in your search.
5. Try to minimize kids' screen time.
It's healthiest for kids to spend time in active, creative ways--not in front of a screen. Think carefully before buying any gift that directs kids observe or interact with on-screen content, no matter how "educational" their manufacturers claim them to be.
6. Look for experiences in addition to products.
Consider giving tickets to theatrical productions, memberships to zoos or museums, or vouchers for other outings. Things experienced, rather than consumed, are wonderful ways to create happy memories together after the holiday season is past.
7. Avoid on-screen products for children under two.
The American Academy of Pediatrics (AAP) recommends that children younger than two watch no television. This applies to other screen-oriented products, as well (such as movies, computer games, and apps). Although it's impractical for many families to follow the AAP guideline to the letter, it's a good consideration while shopping: less is better, especially for the youngest of children.
8. Books, books, books!
For children of all ages, books make wonderful gifts. Every child should be given at least a few books at the holidays.
Justin A. Rice can be reached at jrice.globe@gmail.com.
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