VCC236H5 Lecture Notes - Lecture 10: Fusion Protein, Commodification
5 Sep 2013
School
Department
Course
Professor
Document Summary
Kids" media use (ol) play and promotional content. Commodification of childhood intensifies contradiction between idealized image and real practices. Ideal/myth of childhood as special, unique and highly moralized space of innocence, wonder and purity. Marketers want integration of childhood into capitalist globalization: kids everywhere can consume x or y. The global expansion of the children"s market involves the spread of an iconography" of childhood and of all the objects" promoted as indispensable to its realization this version of childhood is constituted thru the market. Very effective at producing children as key audience commodity". Television advertizing for any product directed to children who are too young to appreciate the selling purpose of, or otherwise, comprehend or evaluate the adzing is inherently unfair and deceptive (cited in limiting food marketing ) 2004: b (schor, born to buy, 21) Better sense of spending power of children. 2004: 4-12 olds directly influenced b of adult spending and evoked" another b.
