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merism causes a lot of pressure on parents, which can lead to conflict between mother and father, and the child. Parents are more concerned about social perceptions then whether or not they can afford to buy new products for the children. Bingham (2011) says that a report shows that a mother was contemplating whether to buy her three year old soon a Nintendo DS, because she was convinced that if she never her son would get bullied. This shows that society has changed so much over the years; it is assumed that parents want their child to have the best things in life rather than spending quality time with their children. Parents will work long hours to provide for their children and put themselves through stress and finance issues just so that their child is not labeled as poor.

Media advertising has a big impact on children. 'Probably the clearest evidence we have that television influences children's thinking and behavior is the fact that advertisers invest literally billions of dollars trying to influence the perceptions, choices and behaviors of children through advertising' (Clay, 2003). Advertising puts pressure on parents to work longer hours to make money so that they can buy new things for children, children can often become the victim of bullying if they do not have the latest things, this can affect the childs emotional well-being.

Teenagers often have role models that they have seen in the media, for example a celebrity. A role model is a person that sets an example and their behavior is imitated. Role models can influence an individual in various ways. Television can also contribute to eating disorders in teenage girls, who may emulate the thin role models seen on television” (Canadian Pediatric Society, 2003). This is an example of role models having a negative effect on an individual. This will not only impact the teenager it can also cause problems for the family unit. Some teenagers become obsessed with self-image, because they see skinny celebrities in magazines or on TV, this can affect their emotional and physical development. From the teenager having an obsession with being thin, it can cause parents to worry about their childs health and development. This can cause to conflict between the child and parents and can cause stress on both the child and the parents. The childs attitudes and behaviours may change which might have an impact on the family.

Children today are described as the digital generation because children no longer sit at home with parents reading books and playing board games, they are either watching television or playing video games. From a young age children are immersed in media experiences. Media can have a negative impact on a childs life, it can cause children to get distracted from doing homework, or children will begin to spend less time with parents. This can affect the parent-child relationship, as there will be no communication with one another if the child is engaged in a media activity. Overall, children between the ages of two and 18 spend an average of almost five-and-a-half hours a day at home watching television, playing video games, surfing the web or using some other form of media” (Clay, 2003).

Parental employment

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