Paper $35.00 ISBN: 9780745329154 Published July 2009 For Sale in All Americas and the Caribbean except Canada
Cloth $110.00 ISBN: 9780745329161 Published July 2009 For Sale in All Americas and the Caribbean except Canada

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

Sharon Beder, Wendy Varney, and Richard Gosden

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

Sharon Beder, Wendy Varney, and Richard Gosden

Distributed for Pluto Press

320 pages | 5.90551 x 9.05512
Paper $35.00 ISBN: 9780745329154 Published July 2009 For Sale in All Americas and the Caribbean except Canada
Cloth $110.00 ISBN: 9780745329161 Published July 2009 For Sale in All Americas and the Caribbean except Canada

This book investigates the way that corporations are strategically shaping children to be under-aged hyperconsumers 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. 

Beder investigates the corporate relations and ideals that infiltrate every aspect of our lives. 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, Beder explains how businesses are taking control of more and more aspects of schooling, not only for profit but to erode state schooling and promote business values. Similarly, she shows how 'difficult' children are taught from an early age that pharmaceuticals can be used to discipline them or to make them 'happy'.

Contents

Introduction
1. Turning Children into Consumers
2. Turning Play into Business
3. Branding Childish Identities
4. Teaching Consumer Values
5. Turning Schools into Businesses
6. Making Schools Accountable
7. Business Campaigns
8. Made to Order
9. Dumbing Down Future Citizens
10. Teaching Corporate Values
11. Privatising Schools
12. Turning Schools into Markets
13. Privatisation Proponents
14. Controlling Wayward Children
Conclusion
Notes

For more information, or to order this book, please visit http://www.press.uchicago.edu
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