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This Little Kiddy Went to Market - The Corporate Capture of Childhood (Hardcover)
Loot Price: R2,846
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This Little Kiddy Went to Market - The Corporate Capture of Childhood (Hardcover)
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This book investigates the way that corporations are strategically
shaping children to be under-aged hyperconsumers.Sharon Beder shows
how marketers and advertisers are targeting ever younger children
in a relentless campaign, transforming children's play into a
commercial opportunity and taking advantage of childish
anxieties.Beder investigates the corporate relations and ideals
that infiltrate every aspect of our lives, especially through our
public services. She presents an alarming picture of how a child's
social development - through education, health care and nutrition -
has become an ordered conveyor belt of consumerist conditioning.
Focusing on education in particular, Beder explains how businesses
are taking control of more and more aspects of schooling, not only
for profit but to erode state schooling and promote business
values. Similarly, she writes how children are taught from an early
age that the pharmacy offers the solutions to all their ills, and
how pharmaceuticals are only to happy to 'educate' them.
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