SEO Contest 2008

Self Esteem Among Street Children in Chennai City

The Phenomenon of the street children is a recent one. It is stated that the Latin American countries were the first to recognize it in their cities being the phenomenon of a magnitude and size which warranted the attention of all concerned. However the problem of street children is global one and exists in both, the developed as well as developing countries, with a difference in its size and magnitude. These countries have some kinds of micro levels of rehabilitation measures. But much remains to be done in this field.

Street children is a trem – shaking uncontrollably as a result of anxiety, excitement or weakness which often highlights a certain set of working and living conditions rather than personal and social characteristics of the individual children them selves. So often, Children in these conditions are victims of stereotypes such as “Juvenile delinquents “ on the part of the public and authorities . The term “street children” should refer to all children who work in the street of urban areas without reference to the time they spend there or the reasons for being there.” (National workshop on street children, 29 and 30 August 1998)

The other terminologies for street children have been using is,

“children without families”

“ high –risk children”

“Unattached Children”

“Children in need of care and protection”

“Abandoned children”

The UNICEF has called them “children in difficult circumstance”.

Around the part of the world the Terminology of street children used in different

ways as follows,

In Naples ,” SCUGIZZO ” derives from the work for spinning – top always

more.

In Peru, the “ PAJARO FRUTERO” (Fruit bird) earns his name looking out for the police in the market place.

In Colombia “GAMIN” (Kid) is Borrowed from the French, but has strongly negative connotations. The same world appears in RWANDA in the form “SALIGOMAN” (Sale gamin, Nasty kid).

In Zaire, street children are “MOINEAUX” (Sparrows)

In Cameroon, “POUSSINS” (Chicks) to field Workers, MOUSTIQUES” (Mosquitoes) to the police . Others have proposed the term “twilight children” to suggest their fragile and indefinite status.

Officialdom, in contrast, tends to be more circumspect and refers to street children euphemistically as “children in an irregular situation.” So, The street children is a most vulnerable and high – risk group in the society. According to UNICEF, they can be classified into three categories as follows.

Street children on the street (children with continuous family contact)

Street Children of the street (Children with occasional family contact)

Abandoned and Neglected children ( children without family)

One of the negative consequences of Urbanization in the world, particularly in the developing countries , is the existence of a large proportion of the urban poor living in slums and pavements many families do not find any shelter. The forces of modernization including industrialization and urbanization, coupled with the appalling condition of poverty have adversely affected the family life.

Illiteracy, broken family, III–treatment, parent left, Death of parents and orphans and poverty are the key factor that forced to runaway from home and living on the street at major metropolitan cities, particularly in chennai. The population of street children in chennai is around 1,00,000 Most of the street children are drop-outs from school.

Most of the time they are living on the street, without having basic general needs of food, clothing and shelter, psychological needs of love, protection and recognition and social needs of social interaction, acceptance and maturity. They are not able to get care and support from family as well as society.

Condition of street children

The most vulnerable are the runaway boys and girls who live on the railway station, bus station, market place, pavements, streets and do odd jobs like rag picking cup collecting, coolie, begging, cleaning the rail boogies, small hotels etc. These children live on pavements and street with sky as their shelter and no one to care for with love and affection.

The condition of street children is a sad reality that this section of the population are neglected, delinquent and are uncared for. They are a new and rapidly increasing group of vulnerable, deprived and exploited children in our cities.

Chennai NGO forum for street and working children conducted a survey on street children in 1996 with the support of UNICEF. This survey was conducted with the following objective:

To enumerate the number of children of children who were on the street in the city of chennai.

To find out the conditions of the street children in the city of Chennai

On the basis of the survey, it was estimated that the number of street children in the city of chennai would be around 75, 000. If one were to include the children bellow 6 years and the teenagers on the street, the population would be as high as 1.5 lakhs. They were covered under survey only 6 to 18 years children.

Most of them earn their livelihood doing odd jobs like picking rags, or recycling garbage, shining shoes, washing cars and the like. Their employers often exploit them sexually. In addition, most economic activities of the street children are controlled by territories, each of which is guarded fiercely by its members, who react violent if threatened . In this struggle for survival the competition is ruthless and only the fittest survive. To survive, They work for three hours a day on an average, either in the morning or in the evening, and with their earning they meet their daily expense. Whenever they need advance money for their expenses, they get from the waste paper shop owners for which they would sell their collection of waste only to that particular shop.

The waste paper shop is also their place of stay after their work. During their Leisure hours, they go for movies, regularly take drug, pills and injection and at night have sex with local CSWs at a cheaper rate. This involves the risk of acquiring AIDS and spreading it. They have homosexual habit also. The drugs they use includes brown sugar.

Family background

Most of the street children are living on the streets away from their family due to some of the following reasons, Abuse, violence, poverty, broken family, Peer group pressure, attractions on city life, dislike towards studies, frustration, orphan and others.

These street children have no one to care for them except their peer with whom they live on the streets. As they are away from home and school environment , the informal social control could only play a major role in their life in shaping the character and behaviour of these children.

The above stated variations have been affecting street children’s Self- esteem very deeply. Self esteem refers to the extent to which they expect to be accepted and valued by the adults and peers who are important to them. Even though self- esteem has been studied for more than 100 years, specialists and educators continue to debate its precise nature and development. But they generally agree that parents and other adults who are important to children play a major role in laying a solid foundation for a child’s development.

What is self – Esteem?

When parents and teachers of young children talk about the need for good self – esteem , they usually mean that children should have “ Good feelings” about themselves. With young children, self-esteem children refers to the extent to which they expect to be accepted and valued by the adults and peers who are important to them.

Children with a healthy self – esteem feel that the important adults in their lives accept them, care about them, and would go out of their way to ensure that they are safe and well . They feel that those adults would be upset if anything happened to them and would miss them if they were separated. Children with low self – esteem, on the other hand, feel that the important adults and peers in their life do not accept them, do not care about them very much, and would not go out of their way to ensure their safety and well –being.

During their early years, young children’s self- esteem is based largely on their perceptions of how the important adults in their lives judge them. The extent to which children believe they have the characteristics valued by the important adults and peers in their lives figures greatly in the development of Self – esteem. For example, in families and communities that value athletic ability highly, Children who excel in athletics are likely to have a high level of Self – esteem, Whereas children who are less athletic or who are criticized as being physically inept or clumsy are likely to suffer from low self – esteem.

Families, communities, and ethnic and cultural groups vary in the criteria on which self – esteem in based.

Children with self- esteem

Keeping self – esteem alive is necessary to every human being. It is the daily food of emotional health. Mother Teresa said that “each of us has a mission to fulfill, a mission to live, but that it must begin in our homes …. In the place where we are, with the people with when we are closest, and then spread out, “

Nurturing self- esteem in children, creating opportunities for success, facilitating a positive self – image are all important influences on a child’s healthy development.

Lack of self- esteem that damages a child’s self –image could interfere with a child’s ability to learn and relate.

To enhance a child’s self esteem is to be a positive force in a loving relationship and thereby make a worthwhile contribution to the world.

Many parents are unwittingly aiding their children to fail and have low self- esteem.

First we must define what every child needs. Every child needs to get parental approval.

for his or her own sense or personhood

for his or her sense of proven ability

for his or her sense of individuality

for set realistic achievement goals

to provide a framework of meaningful values

Typical sources of low self- esteem in children

In most cases, low self- esteem in children, stems from unfortunate childhood experiences. The greatest gift we as parents can give to our children is sound self- esteem. When we fail to give it we unconsciously build low self- esteem in our children.

A Parent’s own low self –esteem is a model for the child

A Child’s lack of recognition and appreciation by parents and others as an intrinsically valuable and important individual, can mar his self esteem. Phrases like “A child should be seen and not heard, “Mother knows best”, etc. demonstrate that the child’s needs, feelings, desires and opinions are not given due consideration.

A child sometimes makes self-deprecating comparisons of himself with those of his own age whom he admires for their strength and ability , their popularity, self –confidence and achievements. To make matters worse, his parents, family and friends compare him unfavourite brother or sister. This overpowers the child with devastating sense of inferiority.

A child feels inadequate because he is not encouraged and motivated to be independent, to do what he can for himself – to take responsibility for his ability as he grows in age and experience. The child is not taught to think for himself.

The false concepts, values and reactions of a child’s Parents, Teachers and peers, cause him to identify himself with his actions. For example, Mohan, whose mother had a severe migraine, is a “ bad boy” because he slammed the door. Whereas, in reality it was only his natural exuberance and lack of awareness that caused the act. This may load the child with self condemnation, shame, guilt and remorse.

Harsh and demanding parents set unreasonable standard, often raising them before the child has developed the ability to meet them. Parents may also subject their children to unreasonable, harsh criticism and undue and/or inconsistent punishment. Such actions cause early frustration, defeatism, and a destructive sense of inadequacy and inferiority.

A child being pushed beyond his capacity by the parents’ vicarious needs to achieve a sense of worth and importance through the child’s achievements often causes a deep feeling of inadequacy and unworthiness in the child.

Rivalry and unsuccessful emulation of an extremely bright or gifted brother or sister, or of an exceptionally talented and prominent parent often generates a deep sense of hopelessness and inferiority.

A child’s unflattering physical appearance and/or “odds” apparel, plus perhaps physical, mental, or emotional handicaps damage his sense of self worth.

A child raised on the basis of “ Reward and punishment”, rather than being motivated through understanding and allowed to make his own mistakes and to accept and resolve, so suffer the consequences develops low self –esteem.

Adverse economic, social, cultural, or ethnic position of parents and family often invite depreciation and ridicule.

Over possessiveness, over permissiveness, and undue control exercise by one, or both parents, nurtures a feeling of un – importance and lack of esteem in the child.

A serious sense of guilt is frequently induced by one’s material wealth or affluent background.

High values place on money, achievement and thing rather than on the individual and his innate worth, can preclude or destroy one’s self – esteem.

Repeated defeats and failures can destroy one’s sense of self- worth and result in one or two extremes. The child may become a drop-out from school or society or he may become a compulsive over achiever in a desperate attempt to “ prove himself”

Procrastination and lack of self – discipline, taking the path of least resistance, tend to demolish one’s self respect and sense of worth.

Lack of sense of meaning and purpose in life, of clear goals and objectives, preclude sound self – esteem; Key to High self – esteem.

The secret to inner peace lies in self – affirmation.

Need for the study

Bring to the end, many studies have concentrated on street children situational analysis, case studies and one study on street children on the independent variation of sex, age, education relationship between father and mother were conducted.

But no study was conducted in relation with street children’s self – esteem and so I have taken this problem for my project study. Because the street children are the important component of the developing country. but they are not in the main stream of the society. they are neglected from the family, school and social setup even they are having positive self – esteem about themselves which is not recognized by the existing social system. the street children’s perception towards the society is negative one.

SUMMERY AND CONCLUSION

Many psychologists state that our self –image is affected by all type experience. We have successes , failures, compliments, Put down personal experiences, our expectation and others expectation of us.

In 1657, Augustine Baker, a mystical theologian and Benedictine monk declared “self – esteem, Self- judgment and self – will” to be the there requisites of independence, the term had been used by scholars in Latin and Ancient Greeks, Plato, Aristotle and others. Thesaurus synonyms are “ self- reliance”, “self- consequence”, “poise”, “ confidence”, “ assurance”, “Pride” or “self- sufficiency”. Antonyms are “self – doubt” and “self – effacement” to “self- hatred” and “ shame”.

Therefore , the self- esteem provides an essential Thread that ties together various aspects of functioning. Low Level of self – esteem have been linked to confusion and disorganization with in a construct system. It would appear that low level of interrogation derived from grids developed to test the construction of others do not strongly imply that low level of interrogation will be found when the grids are based upon the construction of self.

No society can afford to ignore the street children .They are society’s future. They are to be integrated with the main stream of social development and to be provided with the opportunities to grow in sound mental and physical health in a appropriate social environment.

The human resource development approach has to be applied while dealing with all team, and it is sure that given all opportunities of their development, in their turn they can contribute immensely to the all round development of the society.

This study was conducted to mainly assess the level of self – esteem among street and school children to ascertain the possible reasons for higher or lower self – esteem.

Aim

Studying the level of self – esteem among street and school children.

Objective

To find out the level of self – esteem between school children and street children.

To find out the level of self –esteem between boys and girls among street children and school children.

To develop and recommend the remedial measures to overcome low elf esteem of street children.

Hypotheses

There will be significant difference between school children and street children in their level of self – esteem.

There will be significant difference between street boys and girls in their level of self – esteem.

There will be significant difference between street boys and school boys in their level of self – esteem.

There will be significant difference between street girls and school girls in their level of self – esteem.

There will be significant difference between school boys and girls in their level of self – esteem.

Sampling

Using Random sampling method for the study 120 school and street children were selected among these 120 children , 60 were boys and 60 were girls. Their age ranged from 12 to 17 years. Justification of age selection is, below 12 years the children are not able to recognize and express their self – esteem properly , so above 12 years has been selected for the study .

Tool used

The index of self –esteem by walter W.Hudson was found to be the most suitable tool to measure the self – esteem levels. The total questionnaire is 25

Statistical Analysis

The Collected date was analysed, the Mean, standard deviation, ‘t’ Value was established to test the hypotheses

Findings

The Level of Self – esteem of school children is lower than the level of street children, that means street children were having high level of self – esteem.

There is no gender different in the level of self –esteem of street children.

The level of self –esteem of the street boys is higher than school boys.

The Level of self – esteem of the street girls is higher than school girls.

The Level of self – esteem of school girls is higher than school boys.

Conclusion

An analysis of data collected being done, the following conclusion were arrived at. The Level of Self – esteem identified by the school children is lower than the level of street children, that means street children were having high level of self – esteem. The level of self – esteem developed by the street children boys and girls is the same. The level of self –esteem accumulated by the street boys is higher than school boys. The Level of self – esteem indicated by the street girls is higher than school girls.

Limitations

The sample was limited only in the age group of 12 to17 years

street and school children.

It was done only in Chennai city.

The sample size was small.

The self esteem questionnaires was given to the street children and school children separately.

Implications of the study

One of the first steps in encouraging healthy self – esteem in children is to : establish good relationships with them. Persons in good, relationship is ultimately what the world is all about . Relationships which are mutually loving and caring , honest and supportive create an atmosphere for healthy human growth and great self – esteem.

Emotionally, children are easily threatened by anyone bigger, older or more confident than they are not yet possessing the well – developed defended adults usually have, children’s sense of self is still Fragile vulnerable and easily knocked down. for example, children often don’t understand the significant difference chronological age can make in their performance. younger children may feel stupid because their older siblings appear smarter .they do not realize older children have had more time than they for learning skills, physical growth, greater muscle control, more practice and mare experience in sports, school, the arts and so on. younger children need to understand they may be years behind in eyepiece but not necessarily in intelligence.

When they get threats from others, they think of themselves as unlovable, incompetent, unimportant and un wanted misfits. threat brings on feelings of insecurity embarrassment ; failure and fear abounds inside them . So threat is too be avoided.

What Adults can do to boost self – esteem in children?

Acknowledge a child’s right to emotions.

Provides outlets for strong feelings.

allow time for strong feelings to cool off.

connect yourself with their strong emotions.

help relieve stress with some thing physical.

show that you can accept even the undesirable.

encourage children to talk to other adults.

help children by telling them stories.

what parents can do ?

Apart from this, in order to build great self – esteem in children, parents need to.

Be an example of self – value, self – love and self p celebration.

Respect your child as a unique never – to -be- repeated miracle of good.

Lead your child to feel loved , Valued and respected for his / her own self.

Make your child responsible for his/ her actions and conduct.

Help your child to feel capable of accomplishing things on his/her own.

Show your child that each day is full of joys and wonderful experiences.

Give sincere praise and appreciation for every good experience.

Let your child find him self through your guidance. Don’t make him a robot or rubber stamp of yourself.

Invest time and energy to help your child achieve greatness.

Lead your child to Improve with each event, not compete with others who may be more beautiful smarter or wealthier . these are False standards of greatness and make one all but feel like a loser the winner in the one who is doing his best for his own sake. Be consistent in your discipline and lead your child to agree as to proper conduct. Empress praise for good behavior and don’t destroy the value of praise by withholding praise when improper conduct occurs. Teach children not to use self put- downs Teach them how to give tem selves self – support self – value, and self – assurance.

Parents can play an Important role in strengthening children’s self – esteem by treating them respect fully , taking their views and opinions seriously, and expressing appreciation to them above all, parents must keep in mind that self – esteem is an important part of every child’s development.

Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children

IMPACTS OF FOOD PRODUCT ADVERTISEMENTS OF PAKISTAN TELEVISION ON THE EATING HABITS OF CHILDREN

By MALIK TARIQ MAHMOOD

INTRODUCTION

Television belongs to the family of audio-visual communication medium. It is able to transmit sounds and images carrying message of a varied nature and for a variety of purpose. It has strong influence on people, in the culture and on other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance from all around the world. The term may also be used to refer specifically to a television set, programming or television transmission. Television commercials have become one of the most effective, most persuasive, and most popular methods of selling products of many sorts.

Within Pakistani culture we need to look deeper at the role of television and advertisements, to assess why they hold such a valuable position. Pakistan Television is a permanent fixture in children’s lives. The television set is as familiar to children as the faces of family members. Television set is always there, to entertain and to give company to children, especially when no one else in the mood to play, chat or interact with them. They are increasingly being exposed to different cultures, absorbing new ideas and impressions about other cultures.

Many television advertisements are catchy jingles or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Nowadays advertising spread in our entire culture influences in society and our fundamental patterns of life. Advertising can be seen as one of the factors that contribute to shape people’s life, their basic values, and attitudes. But actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.’1

Advertising has been watched in many ways: on Television, Newspapers, Billboards, Walls, Video, Internet and in many other forms. The protection of children from harm is linked directly to the issue of what affects observed from viewing television. The criticisms regarding watching television of children are linked to what they watch and for how long. Television advertising on food causes parental concern; parents try to control the television viewing of their children. Parental control of television viewing is expected to lower the number of hours of a child, which leaves impacts on their health.1

Today’s children are our future and unique in many ways from previous generation. But perhaps the most influencing factor on children’s health is television advertisements. There are general concerns of parents that television advertising has negative influence intended or unintended on children’s health.

Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media. Advertising companies naturally communicate to large number of people about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the advertising methods and techniques have become advance, appealing, shaping, and even creating consumer’s needs where there has been none before, or turning luxuries into necessities.2

Mass advertising is no longer solely a means of introducing and distributing products, though it does that. It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy. These corporations need newspapers, magazines, and broadcasting not just to sell their goods but to maintain their economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate gigantism, and increasingly they are not only needed but they are owned by the corporate giants.3

HISTORY OF ADVERTISING

Advertising is as old as civilization itself. The earliest beginnings of advertising, of course, are impossible to pinpoint, but there are several examples dating back thousands of years. In early days, signboards were placed above the doors of business establishments, and later, the town crier was an important advertising medium. Advertising was a well established part of the social environment of early civilizations. However, until the advent of mass selling in the 19th century, advertising played only a minor role in the conducting of business.4

After the invention of printing handbills, posters and then newspapers were used in increasing the quantities of advertise products. The development of railroad transportation enabled advertising industry to send its products to consumers who lived far from the manufacturing plants. Advertising assumed national character as business people used both newspapers and television to broaden their markets.

STATEMENT OF THE PROBLEM

The advertising of food products of Pakistan Television impact on children’s health – eating disorder and they become obese and idle. The researcher interested to investigate these impacts of food-products advertising on the health of children.

OBJECTIVES

The study was conducted while keeping following objectives in mind:

i) To investigate children’s viewing habits of Pakistan Television

ii) To find out impacts of advertising on children’s health

SIGNIFICANCE OF THE STUDY

Although there are many beneficiaries of the study but the main beneficiaries are parents’, and personnel of advertising agencies. All parents want to provide good food to their children for healthy life. The results of the study will show the parents about impact of advertising on the health of their children and will help them to compensate these affects.

LITERATURE REVIEW

This chapter has been divided into five parts. The first part describes some general things about Television advertising. The second part of the chapter is explaining theory of the advertising; how the advertisements affect the health of children and their lives. The third part explains the role of advertising in the society. The fourth part describes the health of children and their BMI. The fifth part of the study explores the negative impacts of ads on the health of children of 8 to 12 years.

Television is an important socialisation agent; it is present in children’s lives. Many advertisements broadcast on television are the creations of brilliant minds that want to persuade them to purchase the advertised products. Evidence are mounting that marketing to children is harmful. Nearly every aspect of children’s lives has been adversely affected by recent trends of advertising. Research links advertising to increased obesity and eating disorders in children because they are vulnerable to persuasive messages. According to Media scholar Gorge “Television has become unavoidable and unremitting factor in shaping that what we are and what we will become.”1

The children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by today’s youth. This is a critical concern because the most common products marketed to children are cereals, candies, sweets, sodas and snack foods. Advertising of such unhealthy food products to young children contributes to poor nutritional habits that may last a lifetime and be a variable in the current epidemic of obesity among kids.2

TELEVISION ADVERTISING

A consumer exposed hundreds commercial messages every day. They may appear in the form of billboards, newspapers, television commercials, etc. It is actually a very structured form of applied communication, employing both verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. First and foremost, advertising is communication – a special kind of communication. Traditionally, advertising has been principally a one-way process, but with today’s new interactive technology, consumers can give feedback to advertising messages in real time using the same channels as the sender. Most advertising is intended to be persuasive – to win converts to a product, service, or idea. Some ads, such as legal announcements, are intended merely to inform, not to persuade. But they are still ads because they satisfy all the other requirements of the definition.3

The issues surrounding advertising directed to children are related to certain commercial campaigns primarily targeting children. Cold-drink advertisements are commonly shown during sports events and seen by millions of children, creating brand familiarity and motivating children for buying. They have been exposed television more than 15 edible ads during one hour programme and when they watch television 4 hours a day that means they saw one product’s ad around 20 times in one sitting. This is referred to graph no. 15 at page 34.

Advertising is persuasive and informational influence on the behaviour of the audience. Advertising is also a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity. But the actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.”

The impact of television advertising is the greatest among children. The children like television commercials more than elder group, and they are also more deeply influenced by the catchy appearance of advertiser on their lives.

Advertising aimed at children is based on three concerns, first, it is believed that advertising promote superficially and values founded in material goods and consumption. Second, children are considered inexperienced consumers and easy prey for the sophisticated persuasion of advertisers. Third, advertising influences children demand for everything from toy to snack food.4

THE ROLE OF ADVERTISING

Advertising plays a vital role in the economic system of a country. It helps in selling ideas, goods, and services. Advertising both reflects and affects our lifestyles, and thus, plays a substantial social role. Advertising has become so close to our life, therefore, it serves multidimensional communication needs of society. Business firms, labour unions, government agencies, and political leaders are successfully employing advertising to inform and persuade people about their purpose.

Kapoor gives the four points of role of advertising: First, the country’s gross national product is greater and the standard of living is higher than they would otherwise be. Advertising creates jobs with a greater variety of products, and improves the quality of products and increase the economy of country. Second, argument of Kapoor is that advertising plays a major role in informing the consumer so that more intelligent choices are made in the marketplace. Third, rationale for advertising is that the firm’s cost of production per unit of output is lower because advertising increases demand for the firm’s output, so, advertising leads to more efficient use of resources in the economy. Finally, she says that advertising leaves the impacts either positive or negative on the general masses as well as on children. These impacts are changed according to the culture and environment.5

The above mentioned four points are whole picture of advertising that advertisers want to achieve. This same situation can be found in Pakistan. So, no one can able to explore all the aspects of advertising at this level because so many hurdles are there, such as lack of resources, shortage of time.

CHILDREN’S HEALTH

Every parent consciously and keenly observes the health of their children in all society. But parents are more attached with their children in Pakistani society because children are their future and they will help in finances when parents will retire. All parents like to provide good food to their children for their health and give proper education for making them a good citizen. Both parents are working because they want to improve their living standard; this is referred to graph no. 4. Some times parents over looks children’s activities i.e. what and when they eat? When and how they watch television? Why they become obese and idle? 6

Actually the researcher will explore the answer of all these questions because these questions are mainly related with the study.

Health experts have linked excessive watching television to obesity – a significant health problem today. While watching television, children are inactive to buy such products. They are also bombarded with advertising messages that encourage them to buy and eat unhealthy foods such as potato chips, burgers, pastries etc. and empty-calorie soft drinks that often become preferred snack foods. Indirectly advertising leave too much affect on children’s health. Even if children are watching 4 hours of quality educational programs on television in a day, that means they are not exercising, reading, socializing, or spending time outside. But some studies have shown that decreasing the amount of television watching by children led to less weight gain and lower body mass index increase, and make them idle that is not better for their health.7

BODY MASS INDEX (BMI)

Body Mass Index (BMI) is used to estimate healthy weight of average people. A BMI of 20 to 24 is desirable for most adults. A person with a BMI of 25 to 29.9 is considered overweight, and a person with a BMI of 30 or above is considered obese. Obesity is associated with an increased risk for heart disease, diabetes, and other life-threatening diseases.

The body mass index (BMI) is commonly used to determine desirable body weights. BMI is a measure of an adult’s weight in relation to height, and it is calculated metrically as weight divided by height squared (kg/m2).

Body mass index only provides a rough estimate of desirable weight; however, physicians recognize that many other factors besides height affect weight. Weight alone may not be an indicator of fat, as in the case of a bodybuilder who may have a high BMI because of a high percentage of muscle tissue, which weighs more than fat. Likewise, a person with a sedentary lifestyle may be within a desirable weight range but have excess fat tissue. However, the higher BMI is greater the risk for developing serious medical conditions.

BMI Chart for Boys

Body Mass Index (BMI) percentiles for boys, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

BMI Chart for Girls

Body Mass Index (BMI) percentiles for girls, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

What is Fat?

Fats, or lipids, are nutrients in food that children’s body uses to build nerve tissue (like the brain) and hormones. The body also uses fat as fuel. If fats that children have eaten are not burned as energy or used as building blocks, they are stored by the body in fat cells. This is body’s way of thinking ahead: By saving fat for future use, the body plans for times when food might be scarce.

Fat gives food flavour and texture, but it’s also high in calories, and excess amounts of fatty foods as with excess amounts of any food can cause many health risks. For children and adolescents, desserts and snacks including potato chips, chocolate, cakes, doughnuts, pastries, and cookies are a significant source of fat. Children also get fat from whole milk products and high-fat meats, such as fried and spicy meat. Of course, fast-food and take-out meals tend to have more fat than home cooking; and in restaurants, fried dishes are the highest in fat content. Fat also often “hides” in foods in the form of creamy, cheesy, or buttery sauces or dressings.

Still, though, fat is an important part of a healthy diet when the children eat the right kinds of fats especially those from certain kinds of fish in recommended amounts. Like carbohydrates in recent years, fats have been wrongly accused of being “bad”. Although some definitely better than others, certain kinds of fat are actually good for teenager and children an important part of a healthy diet.

Obesity increases the risk of developing disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, almost 70 percent of heart disease cases in the United States are linked to excess body fat, and obese people are more than twice as likely to develop hypertension. The risk of medical complications, particularly heart disease, increases when body fat is distributed around the waist, especially in the abdomen. This type of upper body fat distribution is more common in men than in women.8

CAUSES OF OBESITY

A calorie is the unit used to measure the energy value of food and the energy used by the body to maintain normal functions. When the calories from food intake equal the calories of energy the body uses, weight remains constant. But when a person consumes more calories than the body needs, the body stores those additional calories as fat, causing subsequent weight gain.

Obesity, medical condition characterized by storage of excess body fat. The human body naturally stores fat tissue under the skin and around organs and joints. Fat is critical for good health because it is a source of energy when the body lacks the energy necessary to sustain life processes, and it provides insulation and protection for internal organs. But the accumulation of too much fat in the body is associated with a variety of health problems. Studies show that individuals who are overweight or obese run a greater risk of developing diabetes mellitus, hypertension, coronary heart disease, stroke, arthritis, and some forms of cancer.9

The causes of obesity are complex and include some factors. Basically, obesity occurs when a person eats more calories than the body burns up. The children have an 80 percent chance of being obese if their parents are obese. Obesity in childhood and adolescence can be related to:

i) Poor eating habits
ii) Overeating habits
iii) Unnecessary use of Cold drinks
iv) Eating Non-nutrition food
v) Eating out-side the home

The percentage of overweight children is growing at an alarming rate. On the whole, children were spending less time exercising and more time in front of the TV and computer. And today’s busy families have fewer free moments to prepare nutritious, home-cooked meals, day in and day out. From fast food to electronics, quick and easy seems to be the mindset of many people, young and old, in the new millennium.

IMPACTS OF ADVERTISING

Modern life style has frozen the family size in the Pakistani society. Nuclear family has taken place of the joint family. Lifestyle trends in urban Pakistan (rising incomes, longer working hours, more working mothers, and time-poor/cash-rich parents) tend to support their families, which lead the child to watching television and increased consumption of unnecessary food. Furthermore, the advertising industry makes junk food seem irresistible.

Children who watch a lot of television have difficulty in concentrating at school because they are used to being given all the answers instead of being asked to think about questions. If children watch less television, their imagination will grow.

Unfortunately, children are not given proper guidance as to what they should do. The media is not playing its proper role in the promotion of children’s rights and the difficulties they have to face in the society. Even the authorities of Pakistan Television ignored this side and they can not design programs according to children’s requirements.

IMPACTS ON CHILDREN’S HEALTH

James suggests that “Childhood obesity arises from foods that are high in fat and low in fibre. When children eat this food, the insulin not only increases the effects of the pleasure-chemical dopamine (making the child want to eat more of the same food) but also reduces the effects of the hormone leptons, making the child want to eat more and be less active”.10

Television also has negative impacts, it creates eye problems. It stops the children from going out and playing with friends. Its advertising makes them buy things even if they do not need. It can make them tired and unable to focus on their lessons.

LEAVE UNHEALTHY HABITS

Gerbner said that the many media experts in Western countries who continue to be deeply anxious about the commercial context of television programming. They argue that television advertising leave impacts on society, particularly on the health of children, and television advertising is not going on air without reason.11

The impact of television on children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising. There is also concern about the way in which children respond to advertising. Research indicates that many children are unduly influenced by this standard of health, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. Advertising affect daily life and eating habits etc. The children as well as the teenager get influenced, consciously or unconsciously by advertisements of Pakistan television.

RESEARCH METHODOLOGY

Every scientific discipline employs a particular methodology in conducting of research. This includes some assumptions and values which serve as a rationale (underlying reasons) for effort of research and standards criteria for the whole process. The basic purpose of this research study was investigating the negative impacts of eating habits/disorder on the health of children. For this purpose systematic random sampling method was used. The sample size was limited to 30 children aged between 8 – 12 years and their parents.

RESEARCH DESIGN

This study was survey research about “Impacts of food product advertisements of Pakistan Television on eating habits of Children” in Satellite Town (B-Block) Rawalpindi city. The researcher used questionnaire for parents and interviews of the children as instrument to gather the data.

POPULATION

In this research study children of age 8 – 12, and their parents in Rawalpindi city were the population of the study.

SAMPLING TECHNIQUE AND SAMPLE

Random and convenience sampling techniques were applied in this research for selecting the sample. The sampling frame was 30 children aged 8 – 12, and their parents from Satellite Town (B-Block) Rawalpindi city.

DEMOGRAPHIC VARIABLES

There are three demographic variables in this study:

i) Gender
ii) Age
iii) Qualification

RESEARCH INSTRUMENTS

In order to realise the objective, a survey study was carried out. The data was collected mainly from the primary sources. A questionnaire was designed for parents. Children’s questionnaire was also used for structured interview.

DATA COLLECTION

Data was collected through questionnaire and interview. Questionnaire were distributed among the parents and administered by the researcher personally. Structured Interview was conducted to all children respondents of sample.

DATA ANALYSIS AND INTERPRETATION

In this chapter the researcher analyzed the data of impacts of advertisements on the health of children. The data on the “Impacts of Food Product Advertisements of PTV on the Health of Children were collected through a questionnaire which was especially designed for this study. Primarily, cross-tabulation statistical procedure was applied to investigate relationship between demographic variables i.e. (gender, age, and qualification, and presented in graphs alongwith data tables with interpretation.

As evident form the graph 1, the majority of the male respondents (34% fell in the age category of 30 to 45 as well as female respondents in the same groups made 23%. The results showed that majority of the both groups respondents were youngster.

As evident from the graph 2, the majority of the male respondents (20%) was Doctor whereas 20% were running their business, 10% female respondents were Govt. employee and 10% were housewives.

Graph 3, showed that 57% of male respondents and 30% female respondents were highly qualified. So, male respondents were higher qualified as compared to female.

The graph 4 documents the monthly income of the parents-respondents. As evident from the graph that male respondent belongs to well earning families as compare to female respondents.

As evident from the graph 5 this shows the composition of families of the respondents, the majority of respondents having four members in their family.

As evident from the graph 6 all parent respondents watched PTV regularly.

As evident from the graph 7 that majority (13%) of male-respondents watched PTV in evening and late night as compare to female respondents who liked to watch Pakistan Television in morning and afternoon.

Graph 8 showed that majority of parent watches Pakistan Television for 2 to 3 hours daily.

Graph 9 reflects that all children respondents were regular viewers of Pakistan Television.

The results of the graph 10 shows that children like to watch television in evening mostly but some respondents like to watch in afternoon as well.

As evident from the graph 11, the majority (30%) of children respondents watches PTV for more than four hours daily. According to the data collected children of 8-12 years old were heavy viewers of PTV. Actually that is the problem area because watching television for long time i.e. more than five hours creates adverse effects on the health, especially children of 8-12 years old.

The results of the graph 12 shows that majority (33%) of children respondents like to watch children shows/quiz programmes as guided by their parents.

Graph 13 reflects that parents allow their children to watch PTV for the purpose of getting updated information and for entertainment as well.

Graph 14 is evident that male respondents felt tiredness when they watch PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

As evident from the graph 15 that majority of respondents (40%) watched ads around 15-20 and 20% saw more than 25 ads in an hour. Its means that during one hour program a lot of food-products were advertised on PTV which instigated children to buy these products on their own or ask their parents to buy the same for them.

As evident from the graph 16 that majority of both parent and children respondents usually liked to buy cold-drinks but some children responded that they also liked to buy chips type products as well. These products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

As evident from the graph 17 parent respondents, responded that children attitude was changed if they did not buy or allow them to buy such edibles. They behave aggressively with their elders or parents.

The results of the graph 18 show the impacts of Pakistan Television’s ads on children. Parents responded that their children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

As results of the graph 19 shows that parents always buy food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

As evident from the graph 20 that parents felt that PTV’s ads effected their children’s diet because their children having enough money to buy belong to upper class families (refer to graph no.4).

As evident of graph 21 that parents responded that these ads increased eating disorder and decreased health of their children.

FINDINGS

The purpose of this research was to find out Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children. The major variables those are likely to have a significant impact of Pakistan Television ads on children’s health.

In Pakistan almost all the children have been watching television regularly. The information about children’s spending time on viewing television was to estimate their exposure to the variety of advertisements. Variation of advertising’s influence has been observed differently in one child to another, and from day to day for the same child. Nevertheless, some general influence of advertising on children were observed, which presented in chapter 4 at graph 9.

According to the graph 11; all the children have been watching television daily. 23% children saw television for up to 3 hours and 30% were watched television up to 4 hours a day. Thus, they were found heavy and regular viewers. Most of the children spend quite a lot of time sitting in front of television screen watching various programmes.

Thus, children of 8 to 10 years old were found to be more attracted towards television ads and they watched them with great interest but with the increasement in the age, children’s preferences shifted towards television programmes.

Most of the children in all age groups watched the television ads with great. That means many audio-visual techniques in television advertising were simply aimed at gaining, and holding children’s attention, which impressed them to purchase various products. Thus, television advertisements could really make a tremendous impact on children. The researcher found out the following aspects:

1) Children of 8-12 years old and their parents were watched Pakistan Television TV regularly. Most of the male parent liked to watch at late night but female parent liked to watch at morning and evening and their children liked to watch at evening. The parents’ watching span was 2-3 hours but their children’s watching span was 4-5 hours daily.

2) Children liked to watch children shows/quiz programmes but their parents allowed them to watch of PTV for getting information and entertainment as well.

3) Male respondents felt tiredness when they watched PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

4) Majority of parents and children usually liked to buy cold-drinks but some children also liked to buy chips type products as well. The researcher find out that these products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

5) Children’s attitude was changed if they did not buy or allow them to buy such edibles. They behaved aggressively with their elders or parents.

6) The children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

7) Parents always bought readymade food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

Ads of PTV effected their children’s diet because their children having enough money to buy such edible belong to upper class families (refer to graph no.4).

9) Ads of Pakistan Television increased eating disorder and decreased health of children of 8-12 years old.

CONCLUSION

Mostly children are addicted to viewing TV their average of viewing is more then 60% that means they are watching TV more then five hours per day, they are heavy viewers. After/during watching TV’s ads most of the children demanding drinks i.e. coca-cola, des, Pepsi these drinks develops unhealthy habits of children. Some children ages of 10-12 are trying to imitate the same action which they seen during that ads, which are dangerous for their lives.

The data of this research study proves that fats increased in the body of people especially in children, if they regularly drink these products. Increases fat in the body is not good sign because fat creates obesity and hear-diseases. Children are over weight according to their age and height because they are regularly use these cold drinks and eating fried meats outside the home with their parents or elders.

Children having less weight according to their BMI it’s due to their eating disorder. They think that if we eat and drink more than other we have good muscles but their stomachs are not digesting the such food properly, so eating disorder increased and after a couple of months their weight is decreasing. That is only for their eating disorder. They seen that the performer of powder-milk ads is healthier because s/he drink that milk after that they trying to buy and drink that power-milk but they do not know the actual picture.

RECOMMENDATIONS

After concluding the results of the data the researcher give the following recommendations:

i) Policymakers need to take steps to better protect children from exposure to advertising because of the inherent unfairness of advertising to audiences who lack the capability to evaluate wrong information in television advertising.

ii) Parents should attempt to restrict their children’s TV time.

iii) Teachers and parents can help children to decide what they should watch on TV.

iv) Adults should look out for things their children do not understand on TV.

v) Parents should also keep an eye on any other negative effects of watching Pakistan Television on children’s health, eating-disorder and their eye sight problems.

vi) Children should be encouraged both in their schools and at home to discuss television advertising.

vii) Parents/Teachers should help children to look for programmes which relevant for their health and has some positive impacts on their health of Pakistan Television.

Works Cited

Edger A. Shoaff. http://thinkexist.com/quotation/advertising_is_the_art_making_whole_lies/204323.html

Evra, Judith Van: Television and Child Development. (Hillsdale, NJ: Lawrence Erlbaum 1990).

Kunkel, D., Wilson, B., Donnerstein, E., & Blumenthal, E.: Measuring Television Violence: The importance of context. (Journal of Broadcasting and Electronic Media 1995).

Ibid.

Ibid

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Neeru Kapoor: Television Advertising & Consumer Response. (Mittal Publication, New Delhi, India 2003)

http://weightloss.about.com/od/obesityhealth/a/blwhatsbmi.htm

http://en.wikipedia.org/wiki/Obesity

Shanahan James and Michael Morgan: Television and its Viewers: Cultivation Theory and Research. (Cambridge University Press, UK1999)

Syed Abdul Siraj Advertising. Islamabad: Allama Iqbal Open University) 6-8

Microsoft ® Encarta ® Reference Library 2005. © 1993-2004 Microsoft Corporation. All rights reserved.

William F. Arens. Contemporary Advertising (10th Edition). (McGraw-Hill Irwin, United States 2006)

children’s bedding – kid’s bedding – teen bedding,

Children’s Bedding
A childs bedroom should be a room that reflects their personality and lets their imagination run wild.  Create a space your child will love with quality bedding from Sweet Peaches Bedding. Whether you are designing a new room or looking for easy updates, Sweet Peaches Bedding has children’s bedding and decor so you can create a room where your child can grow and play. Whether it’s toddler, twin, full, or queen size; trucks, rockets, mermaids, or flowers, our childrens bedding is superior quality, fun designs, and affordable.

* Make your child’s room inviting, decorated to his/her taste, and age-appropriate. Consider allowing your child to help decorate by at the very least picking out the bedding. For the more ambitious adventurers, give your child choices of a bedroom theme, positioning of bed and furniture (with your help, of course), and overall look and feel. The general idea is you want your child to absolutely LOVE his/her room and want to spend time in it!

* Consider the size of the bed. Some parents move their child to a twin or even larger bed as soon as a child graduates from the crib. For some children, that is fine, but others may feel intimidated or even threatened by its size. Depending on a child’s nature, toddler beds can provide a nice transition between crib and twin. These beds often are available in theme designs, such as a race car or castle. Make sure your child can easily get in and out of bed and feels comfortable in it.

Girls Bedding:
From Flowers to Mermaids, Butterflies to Starfish,  an adorable assortment of colorful girls bedding.

Boy’s Bedding:
Our boys bedding comes in themes from trucks to pirates, rocketships to construction vehicles and more.

Infant Bedding:
 Country Baby, our first infant pattern! Cute, cuddly country farm animals, tractors and barns cover the bedding. Soft plush and embroidery abound. With coordinating baby gingham and polka dots too! 

Toddler Bedding:
Toddler bed sets include a pillowcase, sheet set and comforter or quilt.

 

FREE GIFT with an order of 5.00 or more!
 
FREE SHIPPING on orders over 0.00, U.S. only!

http://www.mydreambedding.com/

Finally the official release of the track, you all have been waiting for, rising star Dave Darell comes up with a furious new interpretation of Robert Miles classic tune “Children” at Zoogroove, allready supported by all superstar jockeys around the world.
Video Rating: 4 / 5