Consuming Children: Education-Entertainment-Advertising Review

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Consuming Children: Education-Entertainment-Advertising ReviewKenway and Bullens' close analysis of the intersection between education, entertainment and advertising in an increasingly market-driven society, is at times alarming and frightening, though ultimately empowering.
The discussion of market penetration and the commodification of education and children, is painted in vivid detail, covering everything from school raffle sales, student 'brand' identity and school promotional materials. The concept of 'consumer-media culture' is deployed in order to understand the dynamic driving force behind social, generational and institutional changes, with advertising featuring as a central example of this. The discussion of generational differences is also cleverly argued, acknowledging the inherent differences between youth and parents/teachers; though slippage between generations is also permitted and discussed clearly.
Although at times this text can seem all gloom and doom, with children and educational institutions seeming to be held at the mercy of the great fire-breathing dragon of 'consumer-media culture', woven throughout is also a vein of hope and encouragement for the future. Not only are students (from Victoria, Australia in this case) revealled to be quite astute when it comes to understanding the ways in which advertising, entertainment and education function throughout their own experience, more critical guidance is still needed. Kenway and Bullen offer such guidance in the form of pedagogical examples that seek not only to encourage students to be critical consumers of commodities, but active producers of alternative perspectives.
Theoretically dense and expertly argued by two acclaimed researchers, "Consuming Children" is an essential addition to debates seeking to understand students and education in our rapidly changing world.Consuming Children: Education-Entertainment-Advertising Overview

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