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Is speaking with the parents becoming technologically obsolete?

Last week I watched a TV commercial for a well-known car company. Two young boys, each of them in the back seat of his car, talk to each other. The dialogue among the children and the messages sent by this commercial deserve to be analyzed.

One of the children complains his parents have been singing an old song for three hours. His face clearly shows he is not happy about that. The second boy suggests the first one should buy a larger vehicle, one with video equipment for the back seat, so he can watch his own videos and, using earphones, he won’t hear his parents singing.

This commercial can be analyzed in several levels. First, it is interesting that the decision of buying a new car now rests upon a boy, not his parents, even if he lacks the resources to buy the car.

Second, it is also interesting that the decision to buy the car is based not upon the quality or the features of the car, but upon an optional element, a video system for the back row, something unrelated to the power of the engine or fuel consumption.

The commercial focuses on the relationship between parents and their children, or, from the point of view of the ad, the relationship between children and their parents.

In the commercial, the parents appeared to be disconnected and unconcerned about the children in the back seat. It seems the parents only want to sing. At the same time, the children in the first car is unhappy because he is traveling with his parents and because his parents are singing. He would rather be watching his own videos.

In addition, the boy never speaks to his parents. He only speaks about them and only with another boy of his own age. The second boy is happy because he has access to technology that allows him to remain isolated from his parents, even if they are right there, in the front seat of the car.

In summary, this commercial suggests there is no communication between parents and children, and that real communication only happens among people of the same age group. It also suggests the solution to the problems with the parents is technology enabling the user to “block” the present of his or her parents.

It is irrelevant that such a technology is just an accessory for a car, because, after all, the care can still work even if the video equipment in the back seat doesn’t. The important thing is that such a technology becomes a critical element in the life of the young passenger who has no desire of talking or listening to those in the front seat.

I believe that, unfortunately, that’s an accurate reflection of our world, where we promote technological isolation and inter-generational disconnection. The kids are in the “back seat,” but, paradoxically, there are the ones “driving” us.

Whatever happened with the dialogue between parents and children? Is it too old-fashioned for today’s world?

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