British children in a "materialistic trap"

Another by-product of emulating its ally US capitalism on the world stage other than massive public debt, long work hours and the weakening of the Unions (accelerated after the crushing of the miners strike in the mid 80's for which a US expert in Union busting was imported) is a more materialistic culture. This social pressure places a lot of stress on poor youth as the constant barrage of advertising tells them that to have any self worth, to be cool, to get the girl, you must have the right shoes, the right hoodie, the right clothes in general; if you can pay that is.

UNICEF, the UN's children's agency reports that British children, much more than their European neighbors are caught in a "materialistic trap."  With their families working longer hours to survive parents are unable to spend time with their children and instead make up for this by purchasing "branded goods", electronic games and other technology toys.  The UN agency ranked Britain at the bottom of the list of 21 industrialized nations when it came to child poverty, family relationships and health.

Parents in Britain said that they feel "tremendous pressure from society to buy material goods for their children" UNICEF says.  I remember reading "Fast Food Nation" and learned that the industry that directs it's advertising at children used the term "pester power" as a description of the level of success of the advertising.  Not only are workers, and especially the poor and low waged, forced to work longer and longer hours, they come after our children flooding television and the fast food joints with ads aimed at convincing them they must have this product.  They "pester" the overworked parent until they concede.

I was having breakfast at this hostel this morning and described the massive pressure that we are under in the US, that it's even worse than Britain.  We can be driven to bed in the midst of a movie as they  bombard us with ads and at certain times at 3 minute intervals. Then, this invisible hand reaches in to our homes and turns up the volume for us.

In Sweden, UNICEF claims, this "consumer culture" doesn't exist, or at least not to the same extent. Sweden bans advertising that is directed at children under 16.  What are these damn people------communists? How do they expect the corporation to make money.  Not only that, as I was telling these folks this morning, it is legal to advertise prescription drugs in the US.  Consequently, we are told we have a disease or more commonly a "syndrome", restless Leg syndrome, excessive baldess, excessive shyness, etc. etc. I pointed out that there must be a serious erection epidemic as the ads for erectile dysfunction cures are relentless; 25 year old athletes seem to have it.  It must be the steroids.

In addition, I heard on the news this morning that the British Unions, primarily public sector are calling for a series of one day strikes against the austerity program of the coalition government in particular the attacks on pensions which is a frontal attack that is very much the same as the offensive in the US.  Public sector pensions are the reason for the austerity measures.  I looked at the paper I have today and saw no report from the Trade Union conference yesterday but surely, the only counter to the bosses propaganda that everyone else, people who generally do not have as a good a pension are paying for public sector pensions through their taxes is to (1) strike not just to maintain or expand unionized public sector workers pensions but for them to be expanded to all sectors and workers.  And (2) show clearly that the money is there.  The banks were bailed out, billions are being spent in Libya and Inequality in Britain is getting worse and worse as the super rich walk off with the cash.

My hunch is that the strikes, if they occur,  will be about saving "their" pensions rather than expanding them to the rest of society which will only strengthen the bosses argument that public sector workers care only about their own interests. If that is the case, they won't get popular support.