Consumismo infantil: um olhar sobre o papel da escola nos anos iniciais

Abstract

This study aims to present a bibliographic survey on consumerism in childhood, seeking to contribute to the discussion of the theme in the educational field. To this end, the work addresses the relationship between culture and consumption, the definition of consumerism, marketing and advertising, the presentation of the definition of childhood, the influence of the media and its relationship with child consumerism, laws for the protection of children and the role of the school in this context. It is exposed that the market increasingly uses mechanisms to win over the child audience using various media and tools such as advertising, advertising and "marketing" that increase their profitability and profitability on a daily basis. Ever-changing family functioning models and easy access to new technologies make consumer education a much-needed reality for the schooling process. It is discussed that it is necessary to educate students under a critical perspective, seeking to overcome naive visions and to create more conscious habits about consumption.