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Childhood, Vol. 12, No. 2, 239-258 (2005)
DOI: 10.1177/0907568205051906

Countering Children’s Sedentary Lifestyles

An evaluative study of a media-risk education approach

Stephen Kline

Simon Fraser University, kline{at}sfu.ca

In the wake of growing concerns about a ‘globesity’ epidemic, this article explores the panic surrounding sedentary lifestyles and fast food culture, which have underscored calls for the cultural regulation of children’s marketing. Avoiding the tired debate between those who see children as either manipulated or savvy consumers, this article resituates the controversy over children’s consumerism in the broader context of our ‘risk society’. Based on an approach that sets out to reduce media as risk factors in socialization, this article provides an overview of a media-risk education strategy, which acknowledges both the importance of media in children’s leisure as well as the need to educate young consumers to make informed choices about their consumer lifestyles. The strategy provides the framework for a successful media education programme developed and tested in North Vancouver, which offers a complementary approach to marketing regulation.

Key Words: children’s fast food marketing • consumer and media literacy • media risk reduction • risk society


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