The Corporate Construction of Childhood

Edited by Shirley R. Steinberg

Third Edition • January 1, 2011 • 320 pages

Print ISBN: 9780813344898 • $40.00 USD$53.99 CAN

Ebook ISBN: 9780813345246 • $25.99 USD$28.99 CAN

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This book reveals the profound impact that our purchasing-obsessed culture has on our children and argues that corporate marketing to youth has reshaped the experience of childhood into something that is prefabricated. Top scholars in education, sociology, and cultural studies contribute insightful essays that students, parents, and educators will find entertaining and disturbing. This third edition is thoroughly updated with examinations of the icons that shape the values and consciousness of today’s children, including Twilight, Barbie, hip-hop, Disney, McDonald’s, and many more.

Shirley R. Steinberg is the director of The Paulo and Nita Freire International Project for Critical Pedagogy at McGill University and has been Research Professor at the University of Barcelona.  Her most recent books include: Boy Culture:  An Encyclopedia; 19 Urban Questions:  Teaching in the City; Diversity and Multiculturalism: A Reader; Christotainment:  Selling Jesus Through Popular Culture (Westview Press); and award-winning Contemporary Youth Culture Encyclopedia.

Chapter 1: Kinderculture: Mediating, Simulacralizing, and Pathologizing the New Childhood
Shirley R. Steinberg

Chapter 2: Teens and Vampires: From Buffy the Vampire Slayer to Twilight’s Vampire Lovers
Douglas Kellner

Chapter 3: Is Disney Good for Your Kids? How Corporate Media Shapes Youth Identity in the Digital Age
Henry Giroux and Grace Pollock

Chapter 4: Selling Subculture: An Examination of Hot Topic
Sarah Hanks

Chapter 5: Queer Eye for the Straight-Acting Guy:
The Performance of Masculinity in Gay Youth Culture and Popular Culture
Dennis Carlson

Chapter 6: FLUID: Teen and youth identity construction in cyberspace
Donyell L. Roseboro

Chapter 7: Tween-Method and the Politics of Studying Kinderculture
Ingvild Kvale Sørenssen and Claudia Mitchell

Chapter 8: From Miley Merchandising to Pop Princess Peddling: The Hannah Montana Phenomenon
Ruthann Mayes-Elma

Chapter 9: Corporatizing Sports: Fantasy Leagues, the Athlete as Commodity, and Fans as Consumers.
Daniel E. Chapman and John A. Weaver

Chapter 10 : Hip Hop and Critical Pedagogy: From Tupac to Master P to 50 Cent and Beyond
Greg Dimitriadis

Chapter 11: McDonald’s, Power, and Children: Ronald McDonald/Ray Kroc Does It All for You
Joe L. Kincheloe

Chapter 12: Barbie: After Half a Century, the Bitch Continues to Have Everything
Shirley R. Steinberg

Chapter 13: Home Alone and Bad to the Bone: The Advent of a Postmodern Childhood, Joe L. Kincheloe

Praise for prior editions:

“Thoughtful and illuminating.” — Contemporary Sociology

“An important contribution to the field of education as it is one of the few books that successfully makes the argument as to why (in very concrete terms) educators must pay attention to cultural studies.” — Educational Research

“A worthy study by all who work with children.” — Educational Leadership

“This is a brilliant book, a critical, interpretive undoing of North America and her children. We have waited too long for this analysis of child rearing, media-made children, and the postmodern family. This is the very best of critical pedagogy and cultural studies.” — Norman K. Denzin, University of Illinois, Urbana-Champaign

“We have placed the lives of our children in the hands of media capitalists who are redefining and reshaping childhood. It is about time that cultural critics take this issue seriously. Steinberg and Kincheloe’s collection opens up the possibility of a rigorous and scholarly debate in what must be one of the most important issues of our time.” — Larry Grossberg, University of North Carolina, Chapel Hill

“A seminal contribution to our understanding of the role media and popular culture play in the socialization of children and youth in America… The picture that emerges from the book is alarming and terrifying, but also one that gives us some reason for optimism: terrifying, because it spells out, in considerable detail, the deleterious effects media culture is having upon our children, but hopeful in that it alerts us to the dangers our media poses for children and suggests ways of countering it.” — Arthur Asa Berger, Author of Bloom’s Morning

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