Corporatizing Sports: Fantasy Leagues, the Athlete as Commodity and Fans as Consumers
Contribution to Book
Kinderculture: The Corporate Construction of Childhood
America is a corporatized society defined by a culture of consumerism, and the youth market is one of the groups that corporations target most. By marketing directly to children, through television, movies, radio, video games, toys, books, and fast food, advertisers have produced a 'kinderculture'. In this eye-opening book, editor Shirley R. Steinberg reveals the profound impact that our purchasing-obsessed culture has on our children and argues that the experience of childhood has been reshaped into something that is prefabricated.
Analyzing the pervasive influence of these corporate productions, top experts in the fields of education, sociology, communications, and cultural studies contribute incisive essays that students, parents, educators, and general readers will find insightful and entertaining. Including seven new chapters, this third edition is thoroughly updated with examinations of the icons that shape the values and consciousness of today's children, including Twilight, True Blood, and vampires, hip hop, Hannah Montana, Disney, and others.
Chapman, Daniel, John A. Weaver.
"Corporatizing Sports: Fantasy Leagues, the Athlete as Commodity and Fans as Consumers."
Kinderculture: The Corporate Construction of Childhood (3rd), Shirley R. Steinberg (Ed.): 187-200 New York, NY: Routledge.
isbn: 978-081334489, 0813344891