By David Buckingham, Vebjørg Tingstad (eds.)
In fresh years childrens became an more and more vital client marketplace, and there's turning out to be trouble in regards to the 'commercialisation' of youth. This booklet sheds gentle on those debates, providing new empirical facts and difficult severe views on kid's engagement with purchaser tradition from a variety of foreign settings.
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Extra resources for Childhood and Consumer Culture
John, D. R. (1999) ‘Consumer socialization of children: a retrospective look at twenty-five years of research’, Journal of Consumer Research, 26 (December): 83–213. Kimmel, M. (2008) Guyland: The Perilous World Where Boys become Men. New York, Harper. Nelson, J. P. (2006) ‘Cigarette advertising regulation: a meta-analysis’, International Review of Law and Economics, 26 (2, June): 195–226. Perschuk, M. (1982) Revolt against Regulation. Berkeley: University of California Press. Postman, N. (1982) The Disappearance of Childhood.
In its formative years the company can be regarded more as an aid to kindergartens and other institutions in their task of bringing up children than as a company aiming at economic success by profiting from this need. Toy announcements from the company show toys for outdoor activities such as ‘buckets and spades, skipping ropes, climbing ropes with wooden steps, seesaws’; toys like ‘trolleys, prams (in wood), cars (in wood), rocking horses (in wood), wooden boxes’; as well as ‘screw and hammer peg toys, lotto, dominoes, bricks, modelling materials, cutting materials (paper), song books, picture books and other books’ (Pre-school Pedagogue 1949–52).
An important corollary of the adult cultivation of wondrous innocence and the consequent emerging cult of the cool is that they undermined the older image of the sheltered child who was trained to become an adult. As Philippe Aries and Neil Postman have shown, the aim of isolating the child from adults was ultimately to raise children to become more ‘adult-like’ adults – capable of controlling emotions, pursuing goals and responsibilities rationally (Ariès, 1962; Postman, 1982). Cultures of the past displayed adults who were more childlike and children who were less innocent than today, because they did not rigidly separate the child from the adult.