In today's commercialized world, children are increasingly drawn into an environment where consumer culture and marketing forces shape their everyday experiences. The Material Child offers an insightful exploration of how these young individuals engage with a society saturated by commercial influences. Drawing on a blend of theoretical perspectives and detailed case studies, David Buckingham examines key aspects of children's consumption, from issues like obesity and sexualisation to the realms of broadcasting and education. The book critically assesses conventional wisdom regarding advertising's impact, urging a broader consideration of how family ties and peer relationships influence consumption patterns. By challenging both the perception of children as merely vulnerable victims and the simplistic view of consumption as a sign of empowerment, The Material Child advocates for a more balanced understanding. This thoughtful analysis makes it a valuable resource for students, researchers, policy-makers, educators, and parents interested in the dynamics of childhood in a market-driven society.
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