Written by Reita Demi
In the past, during the development of electoral campaigns, the media that captured the largest audience were considered traditional media such as television and radio. However, in the last 20 years, these traditional media are being replaced by digital platforms, developing a new form of campaigning. Electoral advertising through digital media is today considered a new form of campaigning that allows candidates to directly convey their message to voters and influence political choices.
In addition to the fact that today, new media reach wide audiences, they also provide numerous opportunities, such as targeting specific audiences. Often, this targeting does not take into account that sensitive groups such as children, who do not yet have the right to vote, may also be exposed to this content.
Sometimes, the audience reach of political parties goes so far that the political campaign appears sponsored even in children's programs or even in the space programmed for young people.
Children are not immune to the rhetoric used in election advertisements and the fiercely competitive language between candidates that is often present in the media, or even to emotionally charged conversations even among family members about political issues. Through this exposure, children will absorb these strong emotions and this rhetorical discourse used to try to convince the voter of their political orientation. These advertisements, even if not directly, can have a negative impact on children, something that parents or caregivers may not be aware of.
Therefore, it is important to know how to approach children about this content.
What can we do?
- Discuss the content on the screen. Explain to children why the candidates use harsh language in the debates and why civic engagement is important in this environment.
- Analyze. Election ads are intended to be consumed, so as a result they are often short and rely on strong emotions, as this format reaches more voters. Discussion and analysis with adults can help children analyze this content by explaining the reasons why the issues discussed and the candidates' solutions are important, and how they choose who to vote for.
- Put negative images in context. Ask children about the negative image of the advertisement, how they understand it, and what is being achieved through that image.
- Be neutral in the way you approach the topic. Use practical examples so that children can more easily understand the topic being discussed.
The beneficiaries of advertisements, propaganda techniques and unknown funding sources are among the aspects that many people do not know how to distinguish in electoral advertisements and that should be given special attention. Through advertisements we see what certain individuals want us to see and all this happens in the public sphere in which the media plays an important role.
Children are surrounded by this electoral space thanks to the media. But what should we explain to children about political advertising?
- Who created the ad? Why is the time it is running important?
- Point out that the ad contains a political opinion. Teach them to distinguish between fact, opinion, and fiction, and it is up to them to agree or disagree with that statement.
- Check the facts together.
- Explain your political opinions while trying not to influence them with your selection.
- Ask children about the design of the ad such as; the colors, sound, music, facts or images used by the ad creator to convey the message.
- See if your children can figure out who paid for the ad and why.
- Notice the images used in advertising. Often images of children, families in dire economic straits, animals, and polluted environments are used as emotional shorthand to evoke emotions.
- What values and views are represented and which are missing?
- Why do media like television or even social media show this content?
Teaching children and students how to access and critically read this information is an essential part of preparing students for active, informed citizenship that engages in the political, social, and economic processes of the 21st century.