Youth+I+09-1 - Youth I Youth Next phase of course Next How...

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Unformatted text preview: Youth I Youth Next phase of course Next How to understand changing terrain How of influencers and influenced? of Processes of transformation vs. Processes Techniques of Persuasion Techniques What does this terrain have to do with What issues related to democracy? issues Kidspace Kidspace head head space Kidspace Kidspace private/domestic private/domestic sphere sphere Kidspace Kidspace Cyberspace Kidspace Kidspace From From adult as “rational” to children. Age of consent? Kidspace Kidspace schools Kidspace Kidspace Reaching Reaching kids and communicating with kids. Getting in kids’ heads “Corporate pedophilia” History of Childhood Childhood Uses of children Uses Uses of children Uses Demonic possession? Demonic Kids become marketing target Kids “Skippies” Late 1970s Different Constructions of child Different Out of control child Different Constructions of child Different Child Child at risk/in need of protection need Different Constructions of child Different Adult-child/doll- child/eroticized child/eroticized child child Tween Tween Tween Tween object object of concern and marketing. Cultural Cultural fascination with transition from childhood to adulthood adulthood Tween: A shifting age range Tween: Young Adult Young TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue TeenVogue Tweens: Not just body insecurity: economic and taste inadequacy taste Trend slaves Kids and teens are center of center consumer culture. Turn to children: 1) 1) Own buying power. Own 2) Parents’ buying power. 2) 3) Future customer/brand loyalty. 3) Marketing Alliance Marketing Early 20th C. Gatekeeper model Parents/Children Parents/Children Direct Direct to Kids. Side by side approach. Take Take mom out of the equation. Nag factor factor Parents/Children Parents/Children Nuclear Nuclear Family as ideal, but conditions for togetherness not there. Overwork Overwork to spend more. Cycle of guilt and compensation. Increase debt “Co-dependence” Children Children now organize how they can be used. Same Same time: adults project own fantasy onto children. Parenting styles Parenting authoritarian vs. “voice and choice” Empowerment and creativity: Kidpower! Kidpower! Laboring Laboring Trendspotting. Trendspotting. brand. brand. Desire to be of service to “Kid Power” War War and hunting language: target, safari, critters, collateral, viral. P2P. Corporate spies and influencers. Empowerment Empowerment Self esteem Ability Ability to make consumer choices, not about capacity to define selves outside of consumer culture. consumer What is play? What Less unstructured, unsupervised time unsupervised Home space Home Ethnography: Letting Strangers in Private sphere now opened up to Private surveillance. Intrusive marketing Intrusive Youth Marketing: Children Youth Taking over spaces and times left Taking vacant vacant Parent/family time Taking over spaces and times Taking School School resources resources A tricky game tricky Not Not about being forced: but not about pure choice. Desire, Desire, seduction and games of empowerment. Hegemony. ...
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