Kidspace

- Headspace

  - Private, domestic space

  - becomes cyberspace

- Goal: To reach kids and communicate with them

  - Getting into kids' head

  - Corporate pedophilia

History of Childhood

- Uses of children

  - Helps parents feel that they want their kids to be healthy and proud

  - Beer = Love and Good health!

  - Demonic Possession?!

- Kids become marketing targets between 1960s and present.

  - Example: ZOOM!

Different Constructions of Child

- Out of control child

- Child @ risk/in-need of protection

- Adult-child/doll-child/eroticized child

Tween

- Object of concern and marketing

- Cultural fascination w/ transition from childhood to adulthood

- Shifting age range

  - Usually considered "young adult"

- Teen Vogue age

- Emphasizes not just body insecurity, but economic and taste inadequacy

  - Trend slaves

Kids & Teens are center of consumer culture

This turns into:

- Own buying power

- Parents' buying power

- Future customer/brand loyalty

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