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Popular literature on the child as consumer focuses on children as victims of aggressive marketing campaigns, e.g., Juliet B. Schor's Born To Buy: The Commercialized Child and the New Consumer Culture. According to Banet-Weiser (Annenberg Sch. for Communication, Univ. of Southern California; The Most Beautiful Girl in the World: Beauty Pageants and National Identity), however, the kid-centered cable station Nickelodeon sees children in a very different way-as media savvy consumers or, "consumer citizens." Not as educational as PBS or as commercial as toy-based programming on network television, Nickelodeon, says this author, is a commercial station with a mission: to empower kids by giving them a space where they can be themselves. Each of her six chapters is written as a separate essay. There is a chapter that traces the history of the station from its early days as "green vegetable" educational television to its current status as a hip, kid-centered media giant of original programming. Another two chapters are devoted to the network's dedication to representing racial diversity and its sensitivity to gender issues as part of the Nickelodeon brand. This is not the first book about this cable network giant (see, e.g., Heather Hendershot's Nickelodeon Nation: The History, Politics, and Economics of America's Only TV Channel for Kids), but the focus here, on children as "citizens" within a commercial context, is distinct. Recommended for academic libraries.