This book has already proved itself as a course adoption leader in Childhood Studies. All of the strengths of the First Edition have been retained. The book is comprehensive and judged with the needs of students in mind. It is a model of clarity and precision and has been acknowledged as such in reviews and course feedback. The new edition thoroughly revises old entries and adds new ones. The book is the most accessible, relevant student introduction to this expanding, interdisciplinary field. It is an indispensable teaching text and an ideal prompt for researchers.

Children as Consumers

Children as consumers

The act of consuming; the actions of children as consumers.

Although often considered to be a relatively new phenomenon, children have been seen as consumers ever since the development of a specific culture of children's toys and games in the 18th century. However, it was during the 19th century that the potential of children as a consumer group in society began to be fully realised. As Buckingham (2011) notes, at first this was through their parents’ desire to buy into particular childhood ideals by purchasing children's toys (Cross, 1997). Later, advertisers began directing their attention to children themselves, building on the idea that children might be empowered as active consumers.

Reactions to the idea of children as consumers have become, however, increasingly ...

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