Media, Information and Technoculture 3207F/G Lecture Notes - Lecture 2: Juliet Schor, Raymond Williams, 18 Months
23 Nov 2017
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Document Summary
Social attitudes towards a child has been shifting. It is the job of adults to shield children from exploitation (hard labour: songs of experience adulthood. Cult of childhood: child recognized as being a sacred figure stories. History of the child consumer: victorian children are dutiful and well-behaved, children should be seen and not heard. Fairy tales moving from very frightening stories to more sanitized versions of the same. When children are used in advertising they are used as symbols. Ads sentimentalize children (they are depicted either at home or at school these are acceptable spaces where the child is not under threat sheltered childhood) Bird(cid:495)s crystal jelly shopping) transformed children into volunteer salesmen. They are all chubby and rosy and appear to be well fed: they would collect the cards that would feature other children like them, the children start to identify with branded goods.
