| Description |
viii, 307 pages : illustrations ; 24 cm |
| Contents |
1. Introduction -- 2. Turning Children into Consumers -- 3. Turning Play into Business -- 4. Branding Childish Identities -- 5. Teaching Consumer Values -- 6. Turning Schools into Businesses -- 7. Making Schools Accountable -- 8. Business Campaigns -- 9. Made to Order -- 10. Dumbing Down Future Citizens -- 11. Teaching Corporate Values -- 12. Privatising Schools -- 13. Turning Schools into Markets -- 14. Privatisation Proponents -- 15. Controlling Wayward Children -- 16. Conclusion |
| Summary |
SALES & MARKETING. AUSTRALIAN. 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 which suit corporate ends rather than the interests of their children |
| Analysis |
Media & communication studies (Australia) |
|
Media & communication studies |
|
Sociology (Australia) |
| Notes |
Includes references to New Zealand |
| Bibliography |
Includes bibliographical references (pages 224-287) and index |
| Subject |
Advertising and children.
|
|
Business and education.
|
|
Child consumers.
|
|
Corporate power.
|
|
Corporate sponsorship.
|
|
Target marketing.
|
| Author |
Gosden, Richard, 1945-
|
|
Varney, Wendy, 1952-
|
| ISBN |
1742230814 |
|
9781742230818 (paperback) |
|
