By David Buckingham, Vebjørg Tingstad (eds.)
In fresh years little ones became an more and more vital client industry, and there's transforming into obstacle in regards to the 'commercialisation' of early life. This ebook sheds mild on those debates, delivering new empirical info and hard serious views on kid's engagement with shopper tradition from a variety of overseas settings.
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Additional resources for Childhood and Consumer Culture
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.
Thus, we see adult men playing with the video games that also attract 12-year old boys. According to the Entertainment Software Association, which represents the video game industry, in 1997 more than half of all video game players were younger than 18. By 2001, the trade group estimated that 57 per cent of players were adults, with an average age of 28. In 2005, the average age rose to 33 (with 40 being the age of the most frequent purchasers of games): 25 per cent of gamers are over 50 and 44 per cent aged between 18 and 49 (Entertainment Software Association, 2006).
Certainly, advertisers and Hollywood have encouraged these trends by their desire to extend their markets both up and down the age range. However, I would argue that this trend has more subtle roots. Its ultimate source is the cult of the cool that was born from the idea of wondrous innocence, emerging in the bosom of the modern family. The culture of teenage cool (marked by both a rejection of parental restrictions and an embrace of parents’ indulgence) has becomes a lifestyle shared by adults and children alike, instead of a life stage abandoned at maturity (Kimmel, 2008).