This Little Kiddy Went to Market

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

3.81 (11 ratings by Goodreads)
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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 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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Product details

  • Hardback | 320 pages
  • 154.94 x 231.14 x 22.86mm | 589.67g
  • London, United Kingdom
  • English
  • 10 figures
  • 0745329160
  • 9780745329161
  • 2,188,902

About Sharon Beder

Sharon Beder is a visiting professor in the School of Social Sciences, Media and Communication at the University of Wollongong. She is considered a leading authority on corporate and environmental issues, for which she has won a number of awards. She is the author of nine other books, including Free Market Missionaries: The Corporate Manipulation of Community Values (2006), Power Play: The Fight for Control of the World's Electricity (2003), Selling the Work Ethic: From Puritan Pulpit to Corporate PR (2000) and Global Spin: The Corporate Assault on Environmentalism (1997; 2nd ed. 2002). Dr Wendy Varney is an honorary fellow at the University of New South Wales. Dr Richard Gosden is a full time writer and researcher based in Australia. He is the author of Punishing the Patient: How Psychiatrists Misunderstand and Mistreat Schizophrenia (2001)
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Table of contents


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


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Review quote

'A chilling assessment of modern commercial culture and how it distorts childhood, corrupts civic institutions, and endangers the planet' -- Alex Molnar is Professor of Education Policy and Director of the Commercialism in Education Research Unit at Arizona State University. He is the author of Giving Kids the Business and School Commercialism: From Democratic Ideal To Market Commodity 'Outstanding ... This is such an important book that I would put it on every school curriculum' -- John Pilger 'Beder's analysis is comprehensive, steely and clinical' -- Harold Pinter
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Rating details

11 ratings
3.81 out of 5 stars
5 9% (1)
4 73% (8)
3 9% (1)
2 9% (1)
1 0% (0)
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