Consuming Children

The book discusses television programs which appeal to children, business corporations which offer promotions in the public schools, and high schools whose reputation varies from good to bad. In some places, the authors promise but do not deliver specific information. They tell us that there are youth subcultures, such as the "ravers" and the "boarders," but tell us very little about them. They tell us that Nike and Adidas shoes are designed to create different images, but they do not tell us what those images are. They ask rhetorically what a backwards baseball cap symbolizes, but they do not even so much as speculate. Some of the book gives interesting concrete examples, but some of the book rambles on in incomprehensible Latin derivatives. The first chapter, which recounts the history of marketing since the Industrial Revolution, was not as interesting. I notice that there are two authors listed, so I wonder if the more interesting portions are by one author and the less interesting portions are by the other author. I have a few points of contention: The authors seem to assume that enjoyment and education as if they were mutually exclusive. But haven't you ever enjoyed learning? Haven't you ever learned about a subject because you were interested in that subject? I have. The authors seem to stereotype the present generation of children as irresponsible hedonists and their own generation as illustrious workers. But haven't you known couch potatoes of all ages? I have. The authors also seem to equate starched-collar prep education with good and lax discipline with bad. But I have known some very intelligent students who attended free schools in the Seventies. If the authors want to write another book explaining why strict discipline is better than lax discipline, that is their right. But they don't explain that in this book.

Kenway and Bullens' close analysis of the intersection between education, entertainment and advertising in an increasingly market-driven society, is at times alarming and frightening, though ultimately empowering. The discussion of market penetration and the commodification of education and children, is painted in vivid detail, covering everything from school raffle sales, student 'brand' identity and school promotional materials. The concept of 'consumer-media culture' is deployed in order to understand the dynamic driving force behind social, generational and institutional changes, with advertising featuring as a central example of this. The discussion of generational differences is also cleverly argued, acknowledging the inherent differences between youth and parents/teachers; though slippage between generations is also permitted and discussed clearly. Although at times this text can seem all gloom and doom, with children and educational institutions seeming to be held at the mercy of the great fire-breathing dragon of 'consumer-media culture', woven throughout is also a vein of hope and encouragement for the future. Not only are students (from Victoria, Australia in this case) revealled to be quite astute when it comes to understanding the ways in which advertising, entertainment and education function throughout their own experience, more critical guidance is still needed. Kenway and Bullen offer such guidance in the form of pedagogical examples that seek not only to encourage students to be critical consumers of commodities, but active producers of alternative perspectives. Theoretically dense and expertly argued by two acclaimed researchers, "Consuming Children" is an essential addition to debates seeking to understand students and education in our rapidly changing world.