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Young Children and Consumer Media Cultures in Japan: Mothering, Peer Relationships, Social Identities and Consumption Practices

Takahashi, Mayumi
Doctoral thesis
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http://hdl.handle.net/11250/293288
Utgivelsesdato
2015
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  • Institutt for pedagogikk og livslang læring [2171]
Sammendrag
This thesis, entitled Young Children and Consumer Media Cultures in Japan, explores

the role of consumption practices in the social interactions and everyday lives of young

children and mothers in a suburban context in Japan. With its focus on young children

(aged between 1 and 5) and mothers as primary care-givers, it analyses how they

experience consumer media culture while using, creating, controlling, transforming and

adapting commercial goods and knowledge, and the part this plays in their presentation

of self and their construction of interpersonal relationships in the home and the

preschool. My PhD research was affiliated with the research project at Norwegian

Centre for Child Research (NOSEB), “Consuming Children: Commercialisation and the

Changing Construction of Childhood”, financed by the Norwegian Research Council

from 2006-2009. The data were obtained through five months of fieldwork that

involved ethnographic methods such as participant observation, interviews and home

visits.

The thesis is based on the perspectives of childhood studies, consumer culture theory

and commercial enculturation. Following a discussion of theory and methods, it

includes three analysis chapters. Chapter 5 focuses on mothers’ ideological dilemmas

and their construction of identity through caring consumption. I explore how mothers

take responsibility for products, services and experiences on behalf of their young

children, while reflecting on children’s future becoming and present being. Chapter 6

focuses on young children’s sense of belonging in peer consumer culture. I explore the

significance of children’s having and knowing in preschool settings and discuss how the

meanings and values of certain possessions and forms of knowledge are consistently

interpreted and transformed among peers. Chapter 7 focuses on flexible social identities,

and in particular how children maintain different kinds of boundaries and transform

cultural resources in play. I explore the ways in which consumption practices serve as

tools for children’s construction of social identities.

Ultimately, I argue that consumption is not a simple matter either of control or of free

choice, and that researchers need to look beyond some of the dichotomies that have

tended to characterise discussion of these issues. With this thesis I am hoping to make

empirical, methodological, theoretical and disciplinary contributions to both childhood

studies and consumption studies.
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NTNU
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Doctoral thesis at NTNU;2015:47

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