Thirteen years ago, University of Iowa professor Gigi Durham began research for a book about the sexualization of young girls. Immersing herself in the same world our girls live in, she sought to reveal the motive behind the marketing of sex to 8 to 12-year-olds. Surely it didn't take 13 years of research to understand that it is all about money.

Her new book, The Lolita Effect, explores why and how the adage "sex sells" doesn't just apply to adults anymore. She believes that this sexualization of tween girls is part of marketer's larger efforts to create cradle-to-grave consumers. "A lot of very sexual products are being marketed to very young kids," she said. "I'm criticizing the unhealthy and damaging representations of girls' sexuality, and how the media present girls' sexuality in a way that's tied to their profit motives. The body ideals presented in the media are virtually impossible to attain, but girls don't always realize that, and they'll buy an awful lot of products to try to achieve those bodies. There's endless consumerism built around that."

Durham doesn't just point the finger at the big, bad marketers and suggest we wait for them to change. She shares five media-created myths of sexuality and gives practical advice on how to battle them. Her first suggestion is to start the conversation early. "There's this hesitance to talk about these issues, especially before kids reach adolescence," Durham said. "But often, when parents finally do bring it up, it's too late. Kids have already had their sexual understanding shaped by media. We need to be having a lot of open discussions about the sexualization of childhood and what constitutes healthy sexuality. I don't think we should neglect our responsibility as adults and leave them to navigate this terrain on their own."

As the parent of a seven-year-old girl, I can attest to the fact that Durham knows of what she speaks. I am regularly appalled at the images and ideas Ellie is exposed to and welcome some good, solid advice on combating it. The Lolita Effect will be released May 1 and I intend to read it.