Home Articles Reader Opinion Editorial Book Reviews Discussion Writers Guide About TCRecord
transparent 13

Longing and Belonging: Parents, Children, and Consumer Culture

reviewed by Lisa Jacobson - October 22, 2009

coverTitle: 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
Search for book at Amazon.com

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.)

To view the full-text for this article you must be signed-in with the appropriate membership. Please review your options below:

Store a cookie on my computer that will allow me to skip this sign-in in the future.
Send me my password -- I can't remember it
Purchase this Article
Purchase Longing and Belonging: Parents, Children, and Consumer Culture
Individual-Resource passes allow you to purchase access to resources one resource at a time. There are no recurring fees.
Become a Member
Online Access
With this membership you receive online access to all of TCRecord's content. The introductory rate of $25 is available for a limited time.
Print and Online Access
With this membership you receive the print journal and free online access to all of TCRecord's content.

Cite This Article as: Teachers College Record, Date Published: October 22, 2009
https://www.tcrecord.org ID Number: 15809, Date Accessed: 9/26/2021 11:30:36 PM

Purchase Reprint Rights for this article or review
Article Tools
Related Articles

Related Discussion
Post a Comment | Read All

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.
Member Center
In Print
This Month's Issue