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ABC for Father and Mother and Me. Representations of children as consumers in the picturebook of the interwar period
Stockholm University, Faculty of Humanities, Department of Culture and Aesthetics.
2016 (English)In: Problemy Wczesnej Edukacji, ISSN 1734-1582, Vol. 3, no 34, 22-35 p.Article in journal (Refereed) Published
Abstract [en]

This article examines how the child consumer is represented in a selection of branded picturebooks at the beginning of the 20th century. By analyzing children’s books published by a commercial chain of stores, the Cooperation Union, the article discusses how depictions of children as consumers are connected to the development of the emerging mass market and consumer society. The new ideas and marketing strategies expressed in these books also coincide with fundamental social changes in society, resulting from modernity and new technologies. Although the Cooperation books were designed for children and used familiar narrative techniques and motifs within children’s literature, I will argue that the books had a twofold audience. They were not only aimed at children but also at their parents. Representations of children as consumers in the studied material suggest that consumption is strongly connected to ideas of modernity and to representations of the modern child, but also that consumption is described as an inseparable part of the modern, urban experience.

Place, publisher, year, edition, pages
2016. Vol. 3, no 34, 22-35 p.
Keyword [en]
modernity, consumerism, child consumer, advertising, picturebooks, children’s literature, abc-books
Keyword [sv]
modernitet, konsumtion, barnkonsument, reklam, bilderbok, barnlitteratur, kooperativa förbundet, abc-böcker
Keyword [pl]
współczesność, konsumpcjonizm, dziecko jako konsument, reklama, książki obrazkowe, literatura dla dzieci
National Category
Languages and Literature
Research subject
URN: urn:nbn:se:su:diva-137502OAI: diva2:1062803
Birgit och Gad Rausings stiftelse för Humanistisk Forskning
Available from: 2017-01-09 Created: 2017-01-09 Last updated: 2017-01-09Bibliographically approved

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Druker, Elina
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