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Kids Rule! - Nickelodeon and Consumer Citizenship (Paperback)
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Kids Rule! - Nickelodeon and Consumer Citizenship (Paperback)
Series: Console-ing Passions
Expected to ship within 12 - 17 working days
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In Kids Rule! Sarah Banet-Weiser examines the cable network
Nickelodeon in order to rethink the relationship between children,
media, citizenship, and consumerism. Nickelodeon is arguably the
most commercially successful cable network ever. Broadcasting
original programs such as Dora the Explorer, SpongeBob SquarePants,
and Rugrats (and producing related movies, Web sites, and
merchandise), Nickelodeon has worked aggressively to claim and
maintain its position as the preeminent creator and distributor of
television programs for America's young children, tweens, and
teens. Banet-Weiser argues that a key to its success is its
construction of children as citizens within a commercial context.
The network's self-conscious engagement with kids-its creation of a
"Nickelodeon Nation" offering choices and empowerment within a
world structured by rigid adult rules-combines an appeal to kids'
formidable purchasing power with assertions of their political and
cultural power.Banet-Weiser draws on interviews with nearly fifty
children as well as with network professionals; coverage of
Nickelodeon in both trade and mass media publications; and analysis
of the network's programs. She provides an overview of the media
industry within which Nickelodeon emerged in the early 1980s as
well as a detailed investigation of its brand-development
strategies. She also explores Nickelodeon's commitment to "girl
power," its ambivalent stance on multiculturalism and diversity,
and its oft-remarked appeal to adult viewers. Banet-Weiser does not
condemn commercial culture nor dismiss the opportunities for
community and belonging it can facilitate. Rather she contends that
in the contemporary media environment, the discourses of political
citizenship and commercial citizenship so thoroughly inform one
another that they must be analyzed in tandem. Together they play a
fundamental role in structuring children's interactions with
television.
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