The Business of Children's Entertainment  book cover
1st Edition

The Business of Children's Entertainment

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ISBN 9781572307742
Published May 23, 2002 by Guilford Press
190 Pages

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Book Description

For over 20 years, the development of children's television programming has been subsidized by toy manufacturers. The result has been an increased commercialization of children's popular culture--the creation of a material world of childhood characterized by brand-name toys, games, clothing, and television characters. Drawing on historical background and case studies, this book presents a unique look at the development of children as targets of the media and commercial industries, and examines the economic and social forces that have defined the evolution of children's entertainment.



Norma Odom Pecora, PhD, teaches in the School of Telecommunications at Ohio University. Her areas of interest include issues of gender and childhood; topics that inform the courses she teaches and her research work. She is currently working on the contribution of popular culture to the construction of identity in young girls.


'Recommended reading for anyone concerned over the exploitation of the nation's children for profits ... Belongs in every library, especially those in colleges of education.' - Business Library Review International

'One finishes this book amazed at the variety of economic models that define the interrelationships of toys and television ... By bringing the economic framework of children's entertainment to the foreground, Pecora creates a novel approach to her examination ... Her conclusions reveal the depth of corporate culture involvement in the business of children's entertainment.' - Journal of Communication

'While most research on children's media grapples with ideological issues, Pecora, with relentless objectivity, reveals the nitty-gritty economics of the children's market ... It is a relief to read a book that explains the economics of children's media without sentimentalising children as 'TV victims' or imploring readers to kill their televisions.' - American Journal of Sociology

'Critical, readable, and impressively thoughtful ... Pecora reveals in sharp detail how the laws of profit and exchange work to undermine children's popular culture in an attempt to market not simply an endless stream of toys and goods, but kids' desires as well ... Should be read by every educator, parent, and concerned citizen in this country. This is a masterful work.' - Henry Giroux, Pennsylvania State University

'In revealing how a growing array of business interests became the drivers of children's media, Pecora's cautionary tale helps us to anticipate the likely outcomes: creativity and empathy for the real needs of young people are in the vulnerable passenger seat.' - David W. Kleeman, Executive Director, American Center for Children's Television