Teen Dreams & Adult Pleasures. Angela Record, “Born to Shop: Teenage Women and the Marketplace in the Post-War US”. Henry Giroux, “Nymphet Fantasies: Child Beauty Pageants and the Politics of Innocence”. The Invention of Childhood. Concept of “childhood” is a reasonably new invention - PowerPoint PPT Presentation
Teen Dreams & Adult Pleasures
Teen Dreams & Adult Pleasures
Angela Record, Born to Shop: Teenage Women and the Marketplace in the Post-War US
Henry Giroux, Nymphet Fantasies: Child Beauty Pageants and the Politics of Innocence
The Invention of ChildhoodConcept of childhood is a reasonably new inventionPhilippe Aris, Centuries of Childhood: A Social History of Family Life, (1960), multiple-volume study argues that chidlhood is a modern development
Middle AgesAris:Children as small adults;Nuclear family was not as it is today;Bonds not evident, parenting detachedChildren not protected from sexuality or treated as delicate;Children with adults outside of family structures.
TransformationChange takes place with developments in thinking about human development (eg. Piaget)Formal schooling as a reflection of these changesAlso changes in the way the family was imagined and role of nuclear family
In Canada from informal and voluntary system to free compulsory education from 1870 to 1920s Abolition of child labour in Canada (by 1929, children under 14 prohibited from factory and mine employment in most provinces)
The Century of the ChildHugh Cunningham, The Invention of Childhood (2006)20th CenturyFuture of a nation dependent on its childrenAttention to welfare of children, issues of poverty and education
1950s Rising standards of livingGreater disposable incomeIncreasing expenditure brought about by reliance on borrowing, debt
Inventing the TeenagerIdentification of a lucrative market by Eugene Gilbert in mid-1940sThe George Gallop of the teenagersGeneration of statistics and created the teen-ager as a demographicMarket researcher, included hiring high school students to do peer research
Gilberts DiscoveryNo established patternNo inventory of treasured, and to many an adults way of thinking, irreplaceable objects. Youthis the greatest growing force in the community. His physical needs alone constitute a continuing and growing requirement in food, clothes, entertainment, etc. It had definitely been established that because he is open-minded and desires to learn, he is often the first to accept new and forward-looking products. ~ GilbertThe untapped market in mid-1950s of 16 million teenagers estimated to spend between 7 and 9 billion dollarsQuestion: How to develop brand loyalty among these consumers at a young age?
American BandstandShowed teens using sponsors productsSponsors like 7-Up, Dr. Pepper, Clearasil, and Rice-A-Roni, Mounds Direct connection of products to markets by way of popular culture consumptionhttp://www.youtube.com/watch?v=v8W20h4kpk0
Gendering ConsumptionProducing ideals of genderYoung men and women as consumers of ideals of beauty, social role, etc.Capitalizing on insecurities?
Seventeens Teena"Teena [the teenage girl archetype] means businessdont pass her by. You cant afford to overlook the high school girlShes an important girl and bound to be quite a woman. Sell her nowfor now and the futurein the magazine she reads and believesSeventeen.~Estelle Evans, promotional director, 1940s
New Markets: The TweenConventionally aged 10 to 12 years, the concepts has expanded to include 8 year oldsShare some characteristics of teens, including sexual development, but a period of conformity rather than rebellionhttp://www.packagedfacts.com/Tweens-235652/
Problems of Definitionhttp://www.urbandictionary.com/define.php?term=tweenUrban Dictionary2000s market segment 33 million strong, worth estimated $150 billion a yearIs the tween gendered?
Merchants of Coolhttp://www.youtube.com/watch?v=vaHRmOjOuTM
ExerciseWhere would we look to find cool today? What does cool today look like? What does it tell us about masculinity and femininity?
In your group, go online. Locate 2 examples of tween culture today that illustrate extreme gender ideals. Explain how you decided where to look. Explain how you decided on which examples were extreme and why.
Be prepared to present your examples to the class.The Social Tweenhttp://www.adweek.com/sa-article/social-tween-141314
The Disappearance of Childhood?Neil Poster, 1982Children increasingly inserted into adult worldExample of television viewingIs this another example? Deeply problematic insertion of children into sexualized contexts, erosion of innocence