If you are a girl between the ages of 8 and 14, an even if you are an adult woman, or male for that matter, chances are you have heard of Miley Cyrus, the “tween” industry’s version of Britney Spears circa the late ‘90s pop craze.
But what does the term “tween” mean? It’s definition varies but it is commonly used as a marketing term to define the 8 to 14-year-old girl demographic that loves to talk and loves to shop. However, many agree that a “child” enters “tween-dom” by the American fifth grade, or 10-years-old, when he or she becomes more likely to emulate a teenager, age 13 and above.
And what makes this demographic so special? Their US $51 billion spending in 2005. And the $170 billion spent by these girls’ parents and family members on them.
However, tweendom is not a term to be equated with adolescent or teenager or adult. In a New York Times article, tweendom was described as “a cultural artifact rather than a naturally occurring fact of life.”
As IDEO, a Silicon Valley-based design firm described them: ''They look like children. They think like teens. They're neither.''
The article goes on to say that ‘''Tween'' is the designer label of the hour, with a fresher sound than the hand-me-down ''preteen,'' a shinier look than the shopworn ''teen'' and a cooler aura than ''kid.''’
Perhaps the best possessor of this cooler than kid aura is Miley Cyrus who stars in the most popular show for the tween demographic, “Hannah Montana,” while attracting teenage fans too with her multi-platinum records and appearance on the cover of Vanity Fair.
The message that “Hannah Montana” touts is that celebrity should not be confused with real life, and that happiness stems from staying true to oneself – truths that resonate with parents and tweens.
She is a role model for millions of 8 to 14-year-olds, but is getting older herself. Recently turning 16 in September, Miley is now facing more adult issues and although she is still Disney’s main princess, the media is watching behind her demure shoulder to see if she starts the Britney Spears spiral downward.
In a Vanity Fair article, Miley was asked if friends and family worry she too will follow in Britney’s footsteps.
“No… I think most 21- to 25-year-olds go through this kind of thing. It’s just not on a platform—you know what I mean? Basically, they’re being normal 21-year-olds, especially Lindsay. I mean, most of that’s pretty normal.”
In that statement lies what many psychologists fear. “Normal”?! Many beg to differ that such pantyless, table-dancing debauchery is normal.
Many young stars like Anne Hathaway and Brooke Shields beautifully transitioned from child sensation to poised actress; however, others like Michael Jackson and Britney Spears do not make childhood fame something to be emulated.
What is so wrong with having fame at such a young age? And what is so dangerous about what these young stars project onto their often younger audience?
Although 8 to 12-year-olds are still “really heavily under the influence of their parents” said Dr. Ritch C. Savin-Williams to the New York Times, others like Dr. Richard Gallagher think that “there may be a delayed effect” on the tween girls’ psyche causing her to later act against what she knows is best.
“When kids know that some behavior is possible and that it doesn’t lead to total ruination of your life, they may, as they get older, be willing to entertain that,” said Dr. Gallagher.
Arielle Urvater, 11, told the New York Times in the same article that while she used to be a fan of Britney Spears, she can no longer say the same.
“We [young girls] know that drugs aren’t good and that smoking isn’t good,” said Urvater.
The various girls interviewed for the New York Times article all agreed that Miley Cyrus was a good, clean role model to be separate from the girls-gone-wild like Britney.
As children mature faster in our society, so too will the rise of the tween industry and the success of Miley Cyrus, who continues to diversify from actress to musician… to next week’s tabloid cover? As Miley would say “Nobody’s Perfect.”
