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- W2064753619 abstract "Kids Rule!: and Consumer Citizenship Sarah Banet-Weiser. Durham: Duke University Press, 2007. Geraldine Laybourne, former president of kids' cable channel and oft-quoted personage in the pages of Sarah Banet-Weiser's new book, said of the early days of the network, Nickelodeon decided to do what nobody else was doing-raise a banner for kids and give them a place on television that they could call their own ... In January 1985, we relaunched as a network dedicated to empowering kids, a place where kids could take a and get a break (qtd. in Banet-Weiser 82). Kids Rule!: and Consumer Citizenship attempts to tell the story of the channel from the moment of its relaunch in 1985 to its place as a global media power and seminal cultural brand in the early years of the twentyfirst century. In so doing, Banet-Weiser considers the impact consumer citizenship has had on the way we as a society conceptualize rights, power, civic duty and engagement-and, most specifically, childhood and the position of children as citizens and consumers. Banet-Weiser's argument is that Nickelodeon, through a carefully constructed brand and deliberately honed marketing strategy, transformed itself from a green vegetable network offering pedagogy-based programming to young children, into a space, a nation, devoted to the empowerment of kids. Through this process, the network claimed a mantle for itself as the purveyor of agency for the traditionally disenfranchised youth population, while also building a global media empire. By buying into the Nick brand, kids claim participatory citizenship in a public sphere defined by consumer culture, rather than liberal civic-mindedness and action. is thus post-Habermasian, in addition to being postfeminist, postrace, postmodern; the civic self is determined by the marketplace, and cultural and national identity is about purchasing power. In such a realm, kids have just as much power, if not more, than anyone. Nickelodeon, therefore, serves as a case through which to examine the ways consumer citizenship offers a new model for agency and empowerment, particularly for children, who are often excluded from civic life. In building this case, Banet-Weiser conducted interviews with industry insiders, including former employees of Nickelodeon; additionally, she interviewed fifty children, ages eight to thirteen, all of varying ethnic backgrounds, all of the middle class. …" @default.
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- W2064753619 date "2008-06-01" @default.
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- W2064753619 title "Kids Rule!: Nickelodeon and Consumer Citizenship by Sarah Banet-Weiser" @default.
- W2064753619 doi "https://doi.org/10.1111/j.1542-734x.2008.00674_24.x" @default.
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