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Unformatted text preview: Youth I
Youth Next phase of course
Next How to understand changing terrain
of influencers and influenced?
of Processes of transformation vs.
Techniques of Persuasion
Techniques What does this terrain have to do with
issues related to democracy?
head space Kidspace
Kidspace Cyberspace Kidspace
From adult as
“rational” to children. Age of consent? Kidspace
Kidspace schools Kidspace
Reaching kids and communicating with kids. Getting in kids’ heads “Corporate pedophilia” History of
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
Child at risk/in
need of protection
need Different Constructions of child
Different Adult-child/doll- child/eroticized
object of concern and
with transition from
adulthood Tween: A shifting age range
Tween: Young Adult
Not just body
taste Trend slaves Kids and teens are center of
Turn to children:
1) Own buying power.
Own 2) Parents’ buying power.
3) Future customer/brand loyalty.
3) Marketing Alliance
Marketing Early 20th C. Gatekeeper model Parents/Children
Direct to Kids. Side by side approach. Take
Take mom out of
the equation. Nag
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:
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 What is play?
What Less unstructured,
unsupervised Home space
Ethnography: Letting Strangers in
Private sphere now opened up to
Intrusive Youth Marketing: Children
Taking over spaces and times left
vacant Parent/family time Taking over spaces and times
resources A tricky game
Not about being forced: but not about pure
Desire, seduction and games of
empowerment. Hegemony. ...
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- Fall '10