©2011 Polity Press/David BuckinghamVia one of your classmates, Lisa, heads up on an article that appeared in yesterday's Globe and Mail on...coincidentally....David Buckingham and his new book, The Material Child: Growing Up in Consumer Culture. Notice that the article frames his argument in terms of kids not being as "corrupted" by marketing as anti-consumerism advocacy groups claim, and yet Buckingham himself espouses a very middle ground approach (typical for him and his work, as discussed in class this week). For example:
So true - when it comes to viral marketing, data-mining and experiential/emergent forms of cross-promotion, much of which happens below the line and behind the scenes, very few people of any age really understand what's going on. Add to this some of the ways in which transmedia intertextuality and user appropriations are mobilized in increasingly sophisticated ways (again, as discussed in class this week), and it's quite a murky territory filled with difficult questions. Looking forward to picking up a copy of Buckingham's new book and seeing how he's dealt with some of these challenges.