Its ‘back to school’ everywhere – in supermarkets, department stores, even food shops with their endless suggestions of meals to put in children’s lunch boxes. An entire industry gets together to make the new school year an event to look forward to. This is on top of an entire digital universe that prepares parents, teachers and children for the academic year.
The way in which just the act of going to school has become commercialised is a sign of our globalised world. Pink school bags and blue pencil pouches are only the beginning. An entire industry goes into hypermode to make it an occasion.
The positives of this of course is that the act of going to school after a long summer break is made better because it sounds more fun and cool. There are new bags to show off, new pouches and stationery to work with, and new stories to tell friends and teachers.
The advertisement-inspired excitement also takes the sting away from fears of facing a new school year. It just sounds better to know that others are experiencing the same doubts, fears and anticipation that you are, and that it is normal. It is also good to see that going back to school does not have to be the dreaded moment that it has been seen to be. In fact, it sounds exciting and the buildup is real.
However, all this hype surrounding the ‘back to school’ moment can be dangerous if not looked at in the right perspective. The commercial aspect has gone into overdrive, making it difficult for families to keep up with everything that is advertised and displayed under colourful lighting.
Not everybody can afford to provide new items to all their children – including uniforms, books and stationery. In fact, today, even school children need laptops, or phones which can be used for academic purposes as well. All this adds to the pressure for parents to fulfil the various needs and desires of their children.
The internet does not make it easier – an entire industry exists just to offer gadgets which seem to be indispensable for school and the short reels which just come into social media feeds only make products more desirable.
The way forward can only be by taking a long and realistic look at one’s capacities and requirements. It is necessary for parents to first agree amongst themselves what the priorities should be for the new school year. Having an open conversation with children to make them understand what will be offered to which child and why can make the situation less stressful for all. Most importantly, no child should be made to feel ignored or less loved.
A new academic year should start on a hopeful and joyous note. That does not necessarily have to include new items to show off – whatever the commercial world may tell us. Coming back to school should be about stories to share and friendships to catch on, leaving aside what was bought.
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