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Longing and Belonging: Parents, Children, and Consumer Culture

reviewed by Lisa Jacobson � October 22, 2009

Title: Longing and Belonging: Parents, Children, and Consumer Culture
Author(s): Allison J. Pugh
Publisher: University of California Press, Los Angeles
ISBN: 0520258444, Pages: 320, Year: 2009
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In recent years, probing the perils and pleasures of children’s consumer culture has developed into a cottage industry within the book publishing world. Sociologists have produced gripping exposés of the lengths to which contemporary corporate marketers go to capture children’s brand loyalty, while historians have located the roots of such practices in the early twentieth century. Contrary to conventional wisdom, the widespread anxieties surrounding children’s consumer culture are nothing new. Yet, even as parents have decried manipulative corporate marketing and the commercialization of childhood, children’s relationships with their parents and peers have become ever more deeply enmeshed in consumer culture. Sociologist Allison Pugh, in her brilliant study Longing and Belonging, succinctly frames this conundrum of contemporary child-rearing: “If consumer culture is the ‘enemy’ of good parenting, why do so many parents invite the enemy into their homes?” (x). Pugh’s compelling answers to that question take us deeply into the social... (preview truncated at 150 words.)

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Cite This Article as: Teachers College Record, Date Published: October 22, 2009
http://www.tcrecord.org ID Number: 15809, Date Accessed: 1/19/2019 7:52:16 AM

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About the Author
Lisa Jacobson University of California, Santa Barbara E-mail Author LISA JACOBSON is an Associate Professor in the History Department at University of California, Santa Barbara. She authored Raising Consumers: Children and the American Mass Market in the Twentieth Century (2004) and edited Children and Consumer Culture in American Society: Historical Essays and Documents (2008). She is currently working on a book about alcohol promotion and consumption after the repeal of Prohibition in the United States.

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