Within corporate media industries, adults produce children's
entertainment. Yet children, presumed to exist outside the
professional adult world, make their own contributions to
it-creating and posting unboxing videos, for example, that provide
content for toy marketers. Many adults, meanwhile, avidly consume
entertainment products nominally meant for children. Media
industries reincorporate this market-disrupting participation into
their strategies, even turning to adult consumers to pass fandom to
the next generation. Derek Johnson presents an innovative
perspective that looks beyond the simple category of 'kids' media
to consider how entertainment industry strategies invite producers
and consumers alike to cross boundaries between adulthood and
childhood, professional and amateur, new media and old. Revealing
the social norms, reproductive ideals, and labor hierarchies on
which such transformations depend, he identifies the lines of
authority and power around which legacy media institutions like
television, comics, and toys imagine their futures in a digital
age. Johnson proposes that it is not strategies of media
production, but of media reproduction, that are most essential in
this context. To understand these critical intersections, he
investigates transgenerational industry practice in television
co-viewing, recruitment of adult comic readers as youth outreach
ambassadors, media professionals' identification with childhood,
the branded management of adult fans of LEGO, and the labor of
child YouTube video creators. These dynamic relationships may
appear to disrupt generational and industry boundaries alike.
However, by considering who media industries empower when
generating the future in these reproductive terms and who they
leave out, Johnson ultimately demonstrates how their strategies
reinforce existing power structures. This book makes vital
contributions to media studies in its fresh approach to the
intersections of adulthood and childhood, its attention to the
relationship between legacy and digital media industries, and its
advancement of dialogue between media production and consumption
researchers. It will interest scholars in media industry studies
and across media studies more broadly, with particular appeal to
those concerned about the current and future reach of media
industries into our lives.
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