Deliberately selected to represent as many parts of the globe as possible, and with a commitment to recognizing both the similarities and differences in children and young people's lives - from China to Denmark, from Canada to India, from Japan to Iceland, from - the authors offer a rich contextualization of children's engagement with their particular media and communication environment, while also pursuing cross-cutting themes in terms of comparative and global trends.

Managing Monsters: Videogames and the ‘Mediatization’ of the Toy

Managing monsters: Videogames and the ‘mediatization’ of the toy


A major online retailer of toys routinely asks its adult customers a monthly question about their toy-buying experiences and analyses the responses, obtaining a higher response rate and an evolving picture of trends, attitudes and explanations that is more revealing than any fixed ‘snapshot’ obtained by more conventional pieces of market research. Thus, February 2005 Question: What influences your purchase decision most? Answers: Children's requests 54%, Brand 34%, Price 12% (3084 respondents). April 2004 Question: How do your children find out about toys? Answers: TV 71%, Visiting shops 12%, Retail catalogues 10%, Playground talk 3%, Magazines/internet 3%, Don't know 1% (4139 respondents). June 2003 Question: Do you mind ...

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