Neil Postman suggests that it could been as a positive if parents are unable to afford the technology consumers pressure and target children to invest in because he claims that ‘the uncontrolled growth of technology destroys the vital sources of our humanity. It creates a culture without a moral foundation. It undermines certain mental processes and social relations that make human life worth living’ (Postman, 1993: 1). Therefore, technology deprives children of all their innocence in many overt and convert ways and because of its power, children are taught to obtain knowledge at a rapid pace. If technology is introduced to early childhood it takes away face-to-face learning according to Postman, real human communication is lost and simple…show more content… The marketers have ‘a sharp eye for providing dreams and products through forms of popular culture in which kids are willing to materially and emotionally invest’ (Giroux, 2002: 102). Consequently, for Disney princesses, there is such a demand so they are able to ‘re-event’ the princess time and time again resulting in their sales and franchise never failing. Disney marketers gave exploited children’s natural tendency to engage in imaginary role-play, however whilst they flood the market with princess products their childhood innocence is lost. Therefore, Giroux emphasises that ‘Disney no longer simply provides the fantasies through which childhood innocence and adventure are produced, experienced, and affirmed’ (Giroux, 2002: 101). Consequently, Disney consumer products are constantly on the search for new items to produce and sell, banking on the fact that little girls never forget their first encounter with a favourite Disney Princess. Thus, Disney consumers ‘plays in shaping individual identities and controlling the fields of social meaning’ (Giroux, 2002: 102). However, in this case, Disney princesses develops a negative impact on young girl’s expectations on their future as they invest and define themselves to certain characters establishing their own peer pressures. These particular images of characters, for young children, are empowering and through these they express their own identities which in some occasions can be dangerous. The Disney princesses have drastically changed over the years, especially the female characters and their reflection on the development of the contemporary women. There have been numerous elements that have been altered such as; appearances, gender roles and marketing, Giroux explains that ‘one of the
