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Mickey and Barbie and Strawberry Shortcake: children playing in promotional webs

Hughes, Patrick 2005, Mickey and Barbie and Strawberry Shortcake: children playing in promotional webs, International journal of equity and innovation in early childhood, vol. 3, no. 2, pp. 98-117.

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Title Mickey and Barbie and Strawberry Shortcake: children playing in promotional webs
Author(s) Hughes, Patrick
Journal name International journal of equity and innovation in early childhood
Volume number 3
Issue number 2
Start page 98
End page 117
Publisher Centre for Equity and Innovation in Early Childhood, University of Melbourne
Place of publication Melbourne, Vic.
Publication date 2005
ISSN 1448-6318
Summary Many children in 'western' societies experience their circumstances through the ideas, stories, characters and values embodied in a narrow range of games, toys, videos, movies, etc. produced by a small group of companies - based mainly in the USA. These companies deploy their huge economic and cultural resources in integrated marketing strategies that can make it hard for children to avoid encountering brand name goods and services designed and marketed specifically to entice them. These marketing strategies can also make it hard for adults to deal with children's fascination with brand name goods. This article tracks the development of the complex organizational, legal and economic corporate relationships at the heart of integrated marketing strategies and explains how they can affect children's experiences of their world. It asks whether the current narrow range of entertainment products and services for children reflects the social and cultural diversity of contemporary societies and asks how to create equally attractive alternatives.
Language eng
Field of Research 200199 Communication and Media Studies not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Centre for Equity and Innovation in Early Childhood
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003396

Document type: Journal Article
Collection: School of Communication and Creative Arts
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