Baby, it`s you : international capital discovers the under threes

Hughes, Patrick 2005, Baby, it`s you : international capital discovers the under threes, Contemporary issues in early childhood, vol. 6, no. 1, pp. 30-40, doi: 10.2304/ciec.2005.6.1.6.

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Title Baby, it`s you : international capital discovers the under threes
Author(s) Hughes, Patrick
Journal name Contemporary issues in early childhood
Volume number 6
Issue number 1
Start page 30
End page 40
Publisher Symposium Journals
Place of publication Oxford, England
Publication date 2005-03
ISSN 1463-9491
Keyword(s) Child development
Summary Well-established international entertainment firms such as Disney and Fisher-Price are joining new start-up firms such as Baby Einstein to create a 'Baby' market of products (including toys, games and videos) specifically targeted at children aged 0-3 years. Despite its novelty, the 'Baby' market mirrors older markets that these firms have created around other demographic groups (e.g. older children, adolescents and adults) - it redefines its target demographic group around specific commodities and promotes its redefinition as 'common sense'. The 'Baby' firms redefine babies solely as early learners whose potential to learn can be released by these firms' brand-name 'educational' or 'developmental' products. Many adults buy these products because they accept the firms' redefinition of babies, but other adults ignore the firms' promotional messages and buy the products to give themselves some time apart from their babies. The 'Baby' market is significant for children and adults because it changes young children's relationships with adults and because it subordinates local cultural differences to a children's culture that purports to be 'global' but has, in reality, extremely narrow foundations in class, race and gender.
Language eng
DOI 10.2304/ciec.2005.6.1.6
Field of Research 200199 Communication and Media Studies not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2005, Symposium Journals
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Document type: Journal Article
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