Focus on the Wonder Years, Chapter 2
http://www.rand.org/pubs/monographs/2004/RAND_MG139.pdf
Hulbert, A. (2004, November). Tweens ‘R’ Us. New York Times Magazine, November 28, 2004. Available http://www.nytimes.com/2004/11/28/magazine/28WWLN.html
Jayson, S. (2009, February 4). It’s cooler than ever to be a tween, but is childhood lost? USA Today. Available http://www.usatoday.com/news/health/2009-02-03-tweens-behavior_N.htm
Browse the Tween Summit website (http://www.tweensummit.com/) including viewing some of the videos at the YouTube channel.
In the “Wonder Years” chapter we learned about how middle schools came into existence because there was the recognition of the “uniqueness of the students provoked thought about uniqueness of the school program “; the beginning of tween recognition. This development was to provide a unique place for those adolescents who are beginning the wonder years. Wondering where they fit in, and growing physically, emotionally and psychologically. The teaching staff of course would have stricter rules that instill the sense of responsibility, self-sufficiency and independence. Looking at the function of middles schools, I have to agree that this is a wonderful step for the tweenage years. It provides a brief time where peers are with like peers and are going through life changing experiences about the same time.
The NYT article “Tweens R Us” is important, and I agree that it is sometimes difficult to discern the actual “needs” of this age group from the desires of their profit-driven market. Marketers have taken it upon themselves to provide a niche for this particular age arena. They have learned that the populations represented in this area have money to spend and they want to help them. Marketing strategies tend to make this audience feel that their items are the in thing and that kind of pulls them into the dilemma that they’re going to get want they want. Take the Obama girls and look what the media has done to them; they have put them up on a pedestal and made them instant stars, so to speak. Yet they aren’t really in the tween stage, but the media seems to be raising the bar on that.
After this last two weeks of reading we have been asked to give our interpretation of what age group a tweenager is. I think of ‘tweens as emerging teens, or those entering adolescence for beginners. Developmentally, ‘tween is the perfect term. In terms of age, ‘tweens can be anywhere from 9 to 12; some enter this phase later, and some exit it later. They still have childlike characteristics, but they are easing their way into independence. According to the Search Institute Developmental Assets, many of the shifts in development from childhood (ages 5-9) to early adolescence (ages 8-12) are subtle. In terms of family support, the needs are very similar. Other areas, such as empowerment and boundaries/expectations, carry slight changes (children are “welcomed and included” in their communities as children, vs. feeling “valued and appreciated by adults in the community” as ‘tweens; “family maintains supervision of the child,” vs. “family has clear rules and consequences,” for a ‘tweens behavior). These shifts in wording indicate the growing independence and sense of responsibility that children in these age ranges should be taking on. However, they aren’t as ready for serious responsibility or more demanding content (in terms of school work and subject matter they might be exposed to anywhere) as older teens are. For example, younger ‘tweens should “think about decisions and usually (be) happy with results of decisions,” as ‘tweens, whereas older teens should “know how to plan ahead and make choices.” The wording there speaks to a leap in maturity that many ‘tweens have not begun yet.
Reflections:
How is our understanding of tweens affected by the creation of middle schools? Are middle schools a good idea?
I thought the article was very interesting, and I had not realized that this was the idea of a middle school; to me it was already in place and I didn’t think anything about it. After reading the article I can understand where the idea came into place and the need for this tweenage school class. Also, I feel that middle schools are a time where our tweens learn to be flexible and realize that their personal ideas are heard. Though, I do honestly believe that the pecking order is still I place by the students themselves; this is something that I would hope would be changed by now but as in life it is highly apparent.
How do marketer’s presentation of/to tweens impact public perceptions of the age group?
Unfortunately I think marketers play on tweens by campaigning with items that seem so desirable that it sort of sucks a tween up into the moment and then seeds the idea that they need that item. Since television seems to play such an important role, at least in my children’s (now adults) lives it did, they seemed to believe what the marketers were saying. This was also the time where I knew that my children were growing up and starting to feel their own way around and make their own decisions. As for the television and marketing items to them, I found this the opportune time to instill the economic values in their lives. If you want it, then you need to figure out a way to pay for it (of course we would pay them for extra jobs, especially when we knew they didn’t like it, but did the job well) and with their allowances.
What are the myths of tweenagedom? And what is the reality? Talk to tweens about this if possible.
Unfortunately I hadn’t had a chance to talk to a tween directly for this question. I do have a set of twin tweens that live next door to me. I see that these tweens are under a lot of pressure from their school and family and are always trying to please their parents. I don’t think they have come up to the point of starting to nag their parents to get what they want. I do hear comments from them while they visit after work and school that they are feeling a bit awkward about their clothes and what they want to see at the theaters and want to buy for clothes.
I can see that as the parents of those tweens, they are trying to hold on to them as long as they can and not lose them as their little children, I know I did with my own. But when the nagging starts and the “I want this” and the “I need that” begins it is their way of letting their parents know they are growing up. I know that I felt as though I became lost when my own tweens were becoming independent and grew up to be outstanding teenagers.
Provide a working definition of a “tween.” Include a developmental range and an age range. What are the critical developmental needs of tweens? How are they different from children and from teens?
A “tween” is a person who is caught somewhere between a child and a teenager; somewhere between the ages of 9 years-old through 14 years old. Tweens are developing as they progress through the maturation stage of life with puberty. Tweens are changing physically, emotionally, mentally, and socially. “Focus on the wonder years, chapter 2” confirms this by noting, “They are going through major social, psychological, physical and cognitive changes.” The individuals in this group vary widely developmentally, socially and academically.
Developmental needs of tweens include:
Positive social interaction with adults and peers
Closer teacher-student relationships (Wonder Years, Chapter 2; p. 15)
Structure and clear limits;
interdisciplinary curriculum facilitating critical thinking (p.15)
Competence and achievement;
a person en route to a lifetime of meaningful work (p. 14)
Creative expression;
An intellectually reflective person (p. 14)
Meaningful participation in family, school and community.
A good citizen, a caring and ethical individual (p. 14)
Tweens have been noticed by marketers and are now a targeted market; a market with purchasing power. In the article “Tweens ‘R’ us”, by Ann Hulbert, we learn that markets provide a public perception of tweens and market to fit their needs. Tweens are vulnerable to exploitive and manipulative marketing strategies as they are exposed to media. They are influenced by media, their peers, and the desire to be like everyone else. It is the time of I want this, I need this, and can I have this. A time of persistent nagging and nagging, until parents’ finally give in. Unfortunately I have to admit I have been there, done that and lived through it. What can I say we live in a world of consumerism and we know how to get what we want when we want it? I would like to say that marketer’s know how to reach an audience, but can’t be totally blamed for tweens spending, after all tweens learn from their peers and parents.
Karrie's Corner 