| Description |
1 online resource (172 pages) : illustrations |
| Contents |
Frontrunners or Copycats? -- Table of contents -- Preface -- Introduction Frontrunners or Copycats? -- 1 Understanding and Theorizing Modern Childhood in Denmark: Tendencies and Challenges -- Children and the welfare state: From private to shared responsibility -- Children as political subjects -- The 'schoolification' of children -- Institutionalized individualization and individualized institutionalization -- New 'ideals of normality' -- The competent child as compulsive idea -- Persisting ambiguities in modern childhood -- References -- 2 Children as Innovators and Opinion Leaders |
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Background -- The Theory of Diffusion of Innovations -- Social influence -- Innovators and opinion leaders -- Opinion leadership and innovators among children -- Overlap among innovators -- Overlap among opinion leadership -- From where do children get information about new products? -- Conclusion and further research questions -- References -- 3 Children, TV Advertising and the Law -- Internal and External Perspectives -- The problem -- The internal and external perspective of the law -- The applicable Swedish law concerning children and TV advertising |
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An external view of the relevant legislation -- the power of children to act -- Conclusions -- References -- 4 Young People and Consumption: Commonalities and Differences in the Construction of Identities -- Consumption and young people's identities -- Reasons for buying particular things -- Consumption and transactions between children and parents -- Conclusion -- References -- 5 Children and Promotion: The Role of Advertising and Marketing in Innovation -- Advertising to children and innovation -- Changing media -- In summary -- Advertising in schools -- Dental health/diet/obesity -- What's on? |
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Understanding intent -- Effects and influence -- Types of advertising -- Junk food! -- Celebrity endorsement -- Approaching the subject -- References -- 6 Children's and Adolescents' Use of the Internet -- with Focus on Tweens -- What is the Internet? -- International research -- Tweens -- What is the definition of 'tweens'? -- Tweens' use of the Internet -- Concerns about the Internet -- Tweens -- between media and consumption -- References -- 7 The Invention of the Child Consumer: What is at Stake for Marketing Practice and Research? -- Introduction: The child as a target for marketing management |
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Part I -- The progressive connection of children with consumption -- Part II -- Children's consumerism: The new frontier of managerial practice? -- Conclusion: Towards a transformational agenda for marketing management and research -- References -- 8 Children as Change Agents in the Pursuit of the Competencies of theFuture -- Prelude -- Background and purpose -- Why this interest from a toy company? -- Results from LEGO Research among children -- Freedom, responsibility and performance -- Postlude -- References |
| Summary |
Annotation Frontrunners or Copycats? presents various perspectives on children, adolescents, consumption and media. Most of the articles in the book are edited papers from an International Seminar held last year at The Copenhagen Business School. The articles are based on recent studies in the field of children/young people and consumption. Children and young people may be defined as innovators or trendsetters regarding new media and consumption. Or they may - on the contrary - be defined as vulnerable creatures who need protection. For quite some time this has been a topic for discussion among different groups such as educators, parents, marketers, researchers and others. The discussion is central when it comes to research. Some researchers consider the child as vulnerable, as a "social becoming" whereas others have the perception that the child is competent i.e. is a "social being."The overall objective of this book is to give a broad variety of perspectives in relation to this important debate. For this purpose the articles cover historical perspectives on childhood, the concept of innovators, legal, generational and advertising perspectives and facts about children's and adolescents' use of new media such as the Internet and their role as consumers in today's consumer society. The book addresses itself to researchers, teachers, marketers, parents, students and others who want to be informed about the latest research within the above mentioned area |
| Bibliography |
Includes bibliographical references |
| Subject |
Child consumers -- Congresses
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Young consumers -- Congresses
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Children -- Economic conditions -- Congresses
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Teenagers -- Economic conditions -- Congresses
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Advertising and children -- Congresses
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Advertising and youth -- Congresses
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Advertising and children
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Advertising and youth
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Child consumers
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Children -- Economic conditions
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Teenagers -- Economic conditions
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Young consumers
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| Genre/Form |
proceedings (reports)
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Conference papers and proceedings
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Conference papers and proceedings.
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Actes de congrès.
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| Form |
Electronic book
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| Author |
Handelshøjskolen i København. Center for Marketing Communication.
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| ISBN |
9788763099639 |
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8763099632 |
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