Margaret Brown
Dr. Roger Stahl
SPCM 2360
28 April 2011
Harry Potter: Cultural Phenomenon
Several years ago, on September 1st, 1998, to be exact, the world of children’s literature began to transform into what society now considers one of the biggest cultural phenomenon of our generation. On this date, J.K. Rowling released Harry Potter and the Sorcerer’s Stone (also known as Harry Potter and the Philosopher’s Stone, which was released on an earlier date in the United Kingdom) to her soon to be devout fan base.
Approximately fourteen years have passed since that date, so the media have had copious amounts of time and opportunity to influence the fans—specifically children and teenagers—both positively and negatively through advertising. Harry Potter advertisements have created a passion for reading in children; thus, instilling in them the importance of friendship and love, and proving that good does trump evil in the end. Unfortunately, some negative critics exist, and have plastered their disdain for Harry Potter in news stories nationwide; however, despite the "blundering" of Harry’s story, and several successful attempts to ban the entire series in certain states, the children continue to enjoy reading J.K. Rowling’s masterpiece.
Both children’s’ ability and desire to read has declined significantly in the past few decades. Curling up with a good book has exponentially dropped down the list of activities that children want to do in their free time; most likely because of the rise in technology such as video games, DVDs, the internet, etc. However, the Harry Potter series could possibly aid in reversing the technological domination of reading for fun. Motoko Rich, with the New York Times, states, “In what has become near mythology about the wildly popular series by J.K. Rowling, many parents, teachers, librarians and booksellers have credited it with inspiring a generation of kids to read for pleasure in a world dominated by instant messaging and music downloads” (Rich). This is due, largely in part, to the amount of advertising that Warner Brothers Inc. and their collaborative partners have so diligently presented to the children’s parents and to the children themselves. According to Nielsen Media Research, “For 2002 alone, more than $130 million was spent on Harry Potter advertising”, and these expenditures have continued to increase annually through advertisements in cable and network television, local newspapers, spot television, and national magazines (Tatham, and Kielar). Through these mediums, advertisers for the Harry Potter series reach out to the younger fans, after researching specific aspects of that brand that hold the interest of that particular audience.
Because of the media’s breakthrough with selling the brand of Harry Potter to children, they not only encouraged technology-crazed adolescents to read for entertainment, but they also reinforced the importance of loving relationships, and the conquest of good over evil. Sascha Simmons began her Capstone Project shortly after she read one of the Harry Potter books to her daughter. She believes that the children’s’ imaginations were, of course, enticed by the fantasy factor of the stories, and surprisingly by the emotional growth of Harry’s character—involving friends, family, and love—along with the ongoing struggle of good versus evil (Cannon). So, by simply doing the job required of them, the media have indirectly reminded children worldwide that love, friendship, and high morale will prevail over hatred, tyranny, and evil.
Although most consumers praise the world-renowned series, and willingly purchase any to all forms of advertising from searching for movie trailers on Youtube; to visiting the Wizarding World of Harry Potter in Orlando, Florida; to buying merchandise that ranges from wizard and muggle clothing, action figures or dolls, coffee mugs, wooden wands, and the DVDs, a few Harry Potter critics actually exist and project their opinions through the media towards the ever-so-faithful younger fans. Wary, protective parents and ministers have asked that the book be banned from schools and libraries across the United States. As of October 2007, certain religious groups in eighteen different states throughout the nation had attempted to ban the Harry Potter series. One of these group leaders, Reverend Ron Barker, pastor of St. Joseph’s school in Massachusetts, deemed the Harry Potter series “inappropriate for a Catholic school,” because of the “themes of witchcraft and sorcery” (DeLuzuriaga).
Another anti-Potter advocate, Laura Mallory, voiced her opinion to the Gwinnett County Board of Education in 2006, claiming that the books “attempt to indoctrinate children in the Wicca religion.” After Mallory declared that the books were “evil” and that they should be banned, Board of Education attorney, Victoria Sweeny, countered with “the books don't support any particular religion but present instead universal themes of friendship and overcoming adversity” (GA Mother Seeks Harry Potter Ban). Even with the numerous activists exploiting J.K. Rowling’s creative genius, most young fans continue to love Harry Potter because of the aforementioned advertising agents they encounter daily, which subconsciously remind them of the positive emotions and the endless imagination they feel when reading one of the books.
The media has the power to influence everyone—especially impressionable children—and, in the case of Harry Potter, the billions of dollars spent in advertising have turned more than a monetary profit. Witnessing a positive, educational effect of advertising and media influence on children is rare in today’s materialistic, technological society, and it is worth more than J.K. Rowling’s money could buy. Increasing children’s’ interest in reading for fun, proving to them that good will defeat evil, and demonstrating how love and friendship are the best weapons to posses show that advertising, while it has some negative aspects, serves as an educationally necessary tool for children.
Works Cited
Cannon, Brevy. "The Power of Reading Harry Potter." Virginia.edu 36.9 (2006): n. pag. Web. 28 Apr 2011. <http://www.virginia.edu/insideuva/2006/09/finals_simmons.html>
DeLuzuriaga, Tania. "Man From Ministry Bans Potter." Boston Globe 25 Oct 2007: n. pag. Web. 28 Apr 2011. <http://www.boston.com/ae/books/articles/2007/10/25/man_from_ministry_bans_potter/>.
"GA Mother Seeks Harry Potter Ban." New York Times 04 Oct 2006: n. pag. Web. 28 Apr 2011. <http://www.washingtonpost.com/wp-dyn/content/article/2006/10/04/AR2006100400377.html>.
Rich, Motoko. "Potter Has Limited Effect on Reading Habits." New York Times 11 July 2077: n. pag. Web. 28 Apr 2011. <http://www.nytimes.com/2007/07/11/books/11potter.html>.
Tatham, Matt, and Kerry Kielar. "The Magic Behind Harry Potter." Nielsen Media Research (2003): 5. Web. 28 Apr 2011. <http://banners.noticiasdot.com/termometro/boletines/docs/audiencias/nielsen-netratings/2003/0603/netratings_pr_030616.pdf>.