The Business of Children's Entertainment

The Business of Children's Entertainment

by Norma Odom Pecora, Norm Pecora
     
 

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For the past 20 years, toy manufacturers have subsidized the development of children's television programming. The result has been the increased commercialization of children's popular culture; the creation of a "material world" of childhood characterized by brand-name toys, games, clothing, and television characters. Drawing upon historical and economic data and… See more details below

Overview


For the past 20 years, toy manufacturers have subsidized the development of children's television programming. The result has been the increased commercialization of children's popular culture; the creation of a "material world" of childhood characterized by brand-name toys, games, clothing, and television characters. Drawing upon historical and economic data and case studies of the media marketplace, this book examines how children have been developed into both an audience and a consumer group.

Editorial Reviews

From the Publisher

"Norma Pecora has written a critical, readable, and impressively thoughtful book that lays bare the economic and political interests that structure children's entertainment. Refusing the myth of 'innocent' entertainment that is often used to describe the media industries, Pecora reveals in sharp detail how the laws of profit and exchange work to undermine children's popular culture in an attempt to market not simply an endless stream of toys and goods, but kids' desires as well. Accentuating how the circuits of power work through children's entertainment, Pecora has written a book that should be read by every educator, parent, and concerned citizen in this country. This is a masterful work." --Henry Giroux, Waterbury Chair Professor, Pennsylvania State University

"The Business of Children's Entertainment is a sharply focused roadmap, laying out the route by which little people's fun turned into big people's profit. In revealing how a growing array of business interests became the drivers of children's media, Pecora's cautionary tale helps us to anticipate the likely outcomes: creativity and empathy for the real needs of young people are in the vulnerable passenger seat." --David W. Kleeman, Executive Director, American Center for Children's Television

Business Library Review International

Recommended reading for anyone concerned over the exploitation of the nation's children for profits....Belongs in every library, especially those in colleges of education.--Business Library Review International
Journal of Communication

"One finishes this book amazed at the variety of economic models that define the interrelationships of toys and television....By bringing the economic framework of children's entertainment to the foreground, Pecora creates a novel approach to her examination....Her conclusions reveal the depth of corporate culture involvement in the business of children's entertainment."--Journal of Communication
American Journal of Sociology

"While most research on children's media grapples with ideological issues, Pecora, with relentless objectivity, reveals the nitty-gritty economics of the children's market....It is a relief to read a book that explains the economics of children's media without sentimentalizing children as 'TV victims' or imploring readers to kill their televisions."--American Journal of Sociology
Booknews
Analyzes the material world of childhood in terms of the profit motive. Starting with the child as consumer and as audience, the issues considered include the structure of entertainment and toy industries, programs and products that demonstrate changes in the market, new alliances that continue the consumer-oriented trends, and expansion into the international marketplace. Annotation c. by Book News, Inc., Portland, Or.

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Product Details

ISBN-13:
9781572302808
Publisher:
Guilford Publications, Inc.
Publication date:
11/14/1997
Series:
Guilford Communication Series
Pages:
204
Product dimensions:
6.00(w) x 9.00(h) x 0.63(d)

Meet the Author


Norma Odom Pecora, PhD, teaches in the School of Telecommunications at Ohio University. Her areas of interest include issues of gender and childhood; topics that inform the courses she teaches and her research work. She is currently working on the contribution of popular culture to the construction of identity in young girls.

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