Kids Rule!: Nickelodeon and Consumer Citizenship - Console-ing Passions (Hardback)Sarah Banet-Weiser (author)
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Banet-Weiser draws on interviews with nearly fifty children as well as with network professionals; coverage of Nickelodeon in both trade and mass media publications; and analysis of the network's programs. She provides an overview of the media industry within which Nickelodeon emerged in the early 1980s as well as a detailed investigation of its brand-development strategies. She also explores Nickelodeon's commitment to "girl power," its ambivalent stance on multiculturalism and diversity, and its oft-remarked appeal to adult viewers. Banet-Weiser does not condemn commercial culture nor dismiss the opportunities for community and belonging it can facilitate. Rather she contends that in the contemporary media environment, the discourses of political citizenship and commercial citizenship so thoroughly inform one another that they must be analyzed in tandem. Together they play a fundamental role in structuring children's interactions with television.
Publisher: Duke University Press
Number of pages: 296
Weight: 535 g
Dimensions: 240 x 166 x 20 mm
"Kids Rule! is an immensely important and exciting book. Based on meticulous research, with a strong cultural production approach, it is a book that will be widely read by scholars and students alike. It fills a large gap in this terrain of work and it is lively, thorough, and brimming with insight and argument."-Angela McRobbie, author of The Uses of Cultural Studies
"In this remarkable book, Sarah Banet-Weiser delves into the political, cultural, and economic forces that drive Nickelodeon. As it has moved from upstart cable network to international conglomerate, Nick has tried to have its cake and eat it too-it is a place where 'kids rule!' but also a network that understands the value of pleasing parents. The book compellingly reveals how Nick addresses its young viewers as consumer-citizens and how it commodifies both 'girl power' and ethnic diversity to forge a unique place for itself within the children's television marketplace."-Heather Hendershot, editor of Nickelodeon Nation: The History, Politics, and Economics of America's Only TV Channel for Kids
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