Childhood and Consumer Culture by David Buckingham, Vebjørg Tingstad (eds.)

By David Buckingham, Vebjørg Tingstad (eds.)

In contemporary years childrens became an more and more vital patron industry, and there's becoming quandary in regards to the 'commercialisation' of formative years. This ebook sheds mild on those debates, providing new empirical info and tough severe views on kid's engagement with shopper tradition from quite a lot of foreign settings.

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Moreover, as children grow up in a culture that defines the young as sheltered from desire and yet as depositories of desire, they rebel against limits, seeing constraint as childish and parent-driven. At the same time, children extend parental indulgence into their own world of fantastic desire (sometimes expressed as sexuality in girls and action/violence in boys). This provokes anger among adults/parents, even as merchandisers learn to exploit the push and pull of youthful desire. More subtly still, it produces a culture of the cool, a form of rebellion against adulthood (as well as against the constraints and delights of childhood) and against traditional paths to maturity.

Formanek-Brunell, M. (1993) Made to Play House: Dolls and the Commercialization of American Girlhood, 1830–1930. New Haven: Yale University Press. Goldberg, M. ’, in Shapiro, S. and L. Heslop (eds) Marketplace Canada: Some Controversial Dimensions, pp. 1–31. Toronto: McGraw-Hill. Goldberg, M. and H. Baumgartner (2001) ‘Cross-country attraction as a motivation for product consumption’, Journal of Business Research 55 (1): 1–6 Higonnet, A. (1998) Pictures of Innocence: The History and Crisis of Ideal Childhood.

Throughout the 20th century, much anti-consumption rhetoric was buried in the cult of the child. Not only had the child become ‘priceless’, and therefore adults could no longer send their children to work for money, but a new model of scientific child-rearing stood in opposition to the indulgent and promiscuous world of consumerism (Zelizer, 1985). Educational toys and the teaching methods of preschool and kindergarten were supposed to isolate the child from the crowd’s fads and indulgences. When moralists tried to control the content of movies, as they did repeatedly, they claimed that they were guarding children’s interests.

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