The Queen of Tarts is stealing their hearts (and minds)

Two weeks ago I joined a number of concerned parents, professional educators and psychologists at a seminar in Melbourne to discuss the usurpation of childhood by corporate marketing programs. Chairman Dr Glenn Cupit pointed out in his opening remarks that the penalty for selling to children in Hamurabi’s Babylon was death notwithstanding its image as a debauched and corrupt society. But much has changed since the Tower of Babel. We live in a world of convenience store porn, sexy young Disney mermaids, vampish princesses and “slut chic” - not to mention teen rockstar pregnancies.

The general feeling among the delegates was that the system is slack and under-regulated; that government’s of all persuasions have failed to take action and that things have clearly gone  too far. Children are no longer allowed to grow up but are being forced to confront a sexuality that is still several years in front of them.

The Seminar entitled “Children and Sexualised Media”, was cosponsored by Kids Free 2B Kids and the Australian Council on Children and the Media (ACCM). Proceedings were launched by former Chief Justice of the Family Court of Australia, Alastair Nicholson who accused the Federal Government of failing to act on a Senate Enquiry into children released in 2008 which provided unequivocal guidelines on legislative requirements to protect children from ubiquitous soft porn images and inappropriate role models. Justice Nicholson maintained that as a result of the mixed messages being put out through the various media, children were becoming increasingly confused about what is appropriate behaviour (as are their parents).

Founder of Kids Need 2b Kids, entertainer and mum Julie Gale made no bones about her concern for the welfare of young children in general. To emphasise her point and to demonstrate she is no prude, Julie addressed us in  her “ Bunny Barbie” outfit. She spoke of the constant barrage of soft porn advertising and images she is forced to explain on in every shopping mall trip. As a result she has become an activist mum and her tenacity is starting to have an impact. For example, she became angry at the provocative images of young girls in a David Jones catalogue and after much obfuscation from all parties involved, eventually under freedom of information she obtained a copy of the advertising brief behind the DJ campaign to 10-12 year old girls. According to her, it was along the following lines:
“slightly sexy – looking down the barrel of the lens”. She got a result. That approach is no longer being used by that retailer.

Julie has also been on the warpath against tee shirt seller “Cotton On” who describe their product sported on the chests of 18 months infants as “edgy”, “irreverent” and “naughty”. But I wonder whether these “cool babes” will feel so cool when in ten years time they see a pic of themselves sporting the slogan ”Condom Broke”.