Kinderculture: The Corporate Construction of Childhood

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Shirley R. Steinberg, Joe L. Kincheloe
Avalon Publishing, Mar 20, 1997 - Education - 270 pages
2 Reviews
For corporate America, children—and their parents’ money—are one of the most targeted groups in our consumer society. There are TV shows, movies, video games, toys, books, and restaurants that are specifically directed at children—all of which has produced a “kinderculture” run by marketing and advertising executives. Through a series of entertaining and insightful essays, Kinderculture: The Corporate Construction of Childhood explores some of the icons that shape the values and consciousness of children, from Beavis and Butt-Head to Barney, from Disney movies to Nintendo.Contributors drawn from the fields of education, sociology, and popular culture analyze the profound effects and the pervasive influence of these corporate productions in a style parents, educators, and general readers will welcome. Arguing that the experience of childhood has been, with or without our consent, reshaped into something that is prefabricated, Shirley Steinberg and Joe Kincheloe bring home to readers the impact our “marketing blitz” culture has on our children—and on our beliefs about childhood.

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A solid chapter on the history of racism and sexism in Disney films. Though not condemnable in one broad brushstroke, Kinderculture is an important book for parents and aspiring parents to think about as they expose their children to culture and media.

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Disney is corrupt. Read full review

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About the author (1997)

Shirley R. Steinberg Joe L. Kincheloe is professor of urban education at the CUNY Graduate Center and Brooklyn College. He is the author of more than 30 books and hundreds of articles. His most recent works include Critical Pedagogy: A Primer, and The Sign of the Burger: McDonald's and the Culture of Power. Kincheloe and Shirley Steinberg have recently finished 19 Urban Questions: Teaching in the City.

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