The media exposes young girls to extreme expectations for appearance. In such a world it is essential that young people are met with a counterbalancing message.

by Sigrun Landro Thomassen

• 1 out of 2 advertisements targeting girls are about their looks.

• A third of girls aged 14 to 17 say they are too fat.

• Teen girls who read magazine articles about dieting were more likely five years later to practice extreme weight-loss measures, like vomiting, according to a 2007 study done by the University of Minnesota.

• At 17, the average girl has seen more than 250,000 commercials aimed at her looks.

• 60% of female video game characters are presented in a sexualised fashion.

Source: Common Sense Media

Unrealistic expectations
Fashion magazines are filled with articles on how to stay thin, pretty and sexy, as well as brimming with gossip about celebrities who are being criticised for being either too thick or too thin. TV and movie stars have unrealistic bodies that most girls cannot copy without inflicting pain on themselves. Expectations for appearance that is presented through the media are totally unrealistic, and unfortunately, many girls quickly conclude that they are not thin, beautiful or sexy enough.

Oystein Samnoen, Director of Kids and Media, think we as parents have a unique opportunity to help our children develop a healthy view of themselves:

“I think it is important that we are aware of how we refer to both ourselves and to the child, that we provide affirmation and recognition, and help the child to identify and develop his or her strengths.”

Reduces confidence
Girls find role models in the media, and when they compare themselves, they necessarily come up short. This lowers self-esteem and confidence at a time when they are at a very vulnerable state in their development. Talking to girls about weight problems is challenging for parents, but the fact that they are constantly bombarded with messages regarding weight and appearance makes it necessary to discuss the subject.

Samnoen points to the paradox that exists in our culture:

“It is a paradox that we live in a culture where there is a balanced status between the sexes, while the media tend to portray the woman as a victim or as a sexual object. I find it strange that there is so few who problematise this."

A video clip of Christina Aguilera’s music video "Not Myself Tonight" illustrates the subject matter in a very good way. Watch it by clicking the play button in the top right column.

Do not forget the boys
Samnoen points out that boys also need to be raised to understand the almost-unattainable ideals of beauty.

“I find that we often forget about the boys in the debate regarding media's sexualisation of children and young people. I believe boys are affected directly and indirectly, both regarding their understanding of themselves as well as in their view of women. I also think boys have a need for follow-up and input from parents and other adults in order to develop a healthy view of themselves and in gaining a healthy respect for girls.”

“Give your child a positive self-image, healthy respect for others and a balanced lifestyle – then it usually goes well,” is Samoen’s advice.

Some advice on how to strengthen the self image of children and young people:

• Be careful not to talk about weight with your child. It is natural for them to be sensitive about their bodies, which are in constant development. Focus on health rather than looks.

• Don’t let young girls drown in fashion magazines. Limit their access.

• Give the young a reality check. Explain to them that the models look like they do because of Photoshop, makeup artists, strict diets and a lot of training.

• Focus less on appearance and more on other qualities, and help your child to value himself or herself in a broader perspective.

• Help the young to gain a critical attitude to media messages. It might be a good idea to analyse commercials and magazine covers together and ask your child how she or he reacts to the message.

Source: Common Sense Media

Facts:
According to the National Eating Disorder Association in the United States;

• 81 % of 10-year-olds are worried that they aren’t thin enough.

• 35 % of girls aged 6 to 12 have been on a diet at least once.

• Girls who read articles about dieting are twice as likely to lose weight or start smoking.

• Girls who read dieting articles are about three times as likely to vomit or take laxatives in order to lose weight.

• As many as 10 million girls are struggling with eating disorders in the United States.