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

By David Buckingham, Vebjørg Tingstad (eds.)

In fresh years kids became an more and more very important buyer marketplace, and there's becoming hindrance concerning the 'commercialisation' of adolescence. This ebook sheds mild on those debates, providing new empirical information and hard serious views on kid's engagement with shopper tradition from a variety of overseas settings.

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Second, both the left and the cultural (though not economic) right assert that the child lacks the information and even ability to make rational consumer choices and, thus, 20 History of Children’s Consumption advertising can be seen as inherently unfair, especially in markets for compulsive and self-destructive goods like tobacco, alcohol, gambling, and violent, sexual, or morally unacceptable entertainment. Third, the religious doctrine that desire begets obsession (concupiscence) may no longer be accepted in modern secular society, but it survives when applied to children.

The range of products on the market has increased significantly, and children have become one of the most targeted groups of consumers. This chapter examines those products that are perhaps most strongly associated with the consuming child: toys. In describing and analysing the market for children’s toys, and focusing specifically on the Norwegian company Proper Toys (A/S Riktige Leker), I address the following questions: What characterizes ‘proper toys’ according to the definition of this company, and what is the basis for such a definition?

This led to a ratcheting up of gift-giving in an attempt to evoke the old wonder in the child, with inevitable further erosion of wondrous innocence. Second, parents opened the young to a fantasy world that met adult needs for coping with accelerating change by identifying children both with a timeless past and a fun-filled future. The amateur camera (after the snapshot introduced in 1888 by Kodak) promised to freeze time in the child’s photo album (West, 2000: ch. 5). Although the teddy bear began as a fad on the New Jersey Shore in the summer of 1906, it very soon came to suggest a natural unchanging realm of childhood, as subsequent generations of toddlers received and embraced toy animals in plush.

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