This little kiddy went to market : the corporate capture of childhood / Sharon Beder ; with Wendy Varney and Richard Gosden.

Format:

Book

Author/Creator:

Beder, Sharon.

Contributor:

Varney, Wendy, 1952-

Gosden, Richard, 1945-

Language:

English

Subjects (All):

Early childhood education--Social aspects--United States.

Early childhood education.

Popular culture--United States.

Popular culture.

Critical pedagogy--United States.

Critical pedagogy.

Child development--United States.

Child development.

Physical Description:

1 online resource (314 p.)

Edition:

1st ed.

Place of Publication:

New York : Pluto Press, 2009.

Summary:

This Little Kiddy Went to Market investigates the way that corporations are targeting younger children with a barrage of advertising and marketing designed to turn them into hyperconsumers who define themselves by what they have rather than who they are. The book argues that school reforms, driven by corporate needs, are largely to blame. It begins by analysing school reforms in English-speaking nations - such as the UK, North America, Australia and New Zealand - and uncovers the ways in which business coalitions have persuaded governments to turn schools into competing business enterprises wh

Contents:

Contents; List of Figures, Tables and Boxes; Acknowledgements; Introduction; Turning Children into Consumers; Turning Play into Business; Branding Childish Identities; Teaching Consumer Values; Turning Schools into Businesses; Making Schools Accountable; Business Campaigns; Made to Order; Dumbing Down Future Citizens; Teaching Corporate Values; Privatising Schools; Turning Schools into Markets; Privatisation Proponents; Controlling Wayward Children; Conclusion; Notes; The Authors; Index

Notes:

Description based upon print version of record.

Description based on publisher supplied metadata and other sources.

Includes bibliographical references and index.

ISBN:

1-74223-212-4

OCLC:

647917256