Description

This book investigates the way that corporations are strategically shaping children to be hyper-consumers as well as the submissive employees and uncritical citizens of the future.

Sharon Beder shows how marketers and advertisers are targeting ever younger children in a relentless campaign, transforming children's play into a commercial opportunity and taking advantage of childish anxieties.

She presents an alarming picture of how a child's social development - through education, health care and nutrition - has become an ordered conveyor belt of consumerist conditioning. Focusing on education in particular, she also shows how 'difficult' children are taught from an early age that pharmaceuticals can be used to discipline them or to make them 'happy'.

This Little Kiddy Went to Market: The Corporate Capture of Childhood

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Hardback by Sharon Beder , Wendy Varney

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This book investigates the way that corporations are strategically shaping children to be hyper-consumers as well as the submissive employees... Read more

    Publisher: Pluto Press
    Publication Date: 20/05/2009
    ISBN13: 9780745329161, 978-0745329161
    ISBN10: 0745329160

    Number of Pages: 320

    Non Fiction , Business, Finance & Law

    Description

    This book investigates the way that corporations are strategically shaping children to be hyper-consumers as well as the submissive employees and uncritical citizens of the future.

    Sharon Beder shows how marketers and advertisers are targeting ever younger children in a relentless campaign, transforming children's play into a commercial opportunity and taking advantage of childish anxieties.

    She presents an alarming picture of how a child's social development - through education, health care and nutrition - has become an ordered conveyor belt of consumerist conditioning. Focusing on education in particular, she also shows how 'difficult' children are taught from an early age that pharmaceuticals can be used to discipline them or to make them 'happy'.

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