Pedagogical aspects of modern childhood in a consumer society

Dadić, Katarina. (2015). Pedagogical aspects of modern childhood in a consumer society. PhD Thesis. Filozofski fakultet u Zagrebu, Department of Pedagogy. [mentor Pranjić, Marko].

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Abstract

This dissertation presents pedagogical aspects of consumer society with respect to contemporary childhood on three levels: a) of the child and the parent in the consumer environment, b) of the child and advertising in the consumer environment, and c) of the child and values in the consumer environment. In order to detect pedagogical problems, we have discussed in detail the following: social and historical context of the consumer society and its belonging culture, the consumer environment (consumer space, consumers’ interactions), the market figure of the flâneur, which represents the analytical form or the concept of the emergence of the contemporary consumer, the figure of homo oeconomicus and dominant consumer paradigms together with the values of the consumer society and culture, childhood through history and different conceptions and cultures of childhood, all with the aim to fully grasp the changeability of both the conditions in which children live and the ways in which they are perceived and treated in the consumer society.

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