Tweening the Girl challenges the argument that the tween market began in the mid-1990s. It was actually during the 1980s that young girls were given the label tweens and were heralded by marketers, and subsequently the news media, as one of capitalism's most valuable customers . Tweening the Girl expertly traces the emergence of the tween during this era as she slowly became known to the consumer marketplace as a lucrative customer, market, and audience. It clearly illustrates how tweenhood , which is often assumed to be a natural category of childhood, is actually a product of the industries of the youth media marketplace, which began to position the preteen girl as a separate market niche carved out of the transitory space between childhood and adolescence. Relying predominantly upon a textual analysis of trade publications from the 1980s and early 1990s, the book eloquently maps out the synergistic processes of the marketing, advertising, merchandising, and media industries as they slowly began to take interest in the girl and began to define her as a tween: an empowered female consumer who is no longer a child but not quite a teen.
Product Identifiers
Publisher
Peter Lang Publishing Inc
ISBN-13
9781433121753
eBay Product ID (ePID)
209373058
Product Key Features
Subject Area
Consumerism
Author
Natalie Coulter
Publication Name
Tweening the Girl: the Crystallization of the Tween Market
Format
Paperback
Language
English
Subject
Zoology
Publication Year
2014
Type
Textbook
Number of Pages
191 Pages
Dimensions
Item Height
225mm
Item Width
150mm
Volume
20
Item Weight
290g
Additional Product Features
Title_Author
Natalie Coulter
Series Title
Mediated Youth
Country/Region of Manufacture
United States
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