Curious George Gets Branded: Reading as Consuming

Curious George Gets Branded: Reading as Consuming

Examines who publishes today's children's books, how they create brands, and how their attempts at synergy influence children's books and reading. The article illustrates the corporate construction of readers through the marketing of children's literature, considering the prevale...

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Veröffentlicht in:Theory into practice 2001-08, Vol.40 (3), p.158-165
1. Verfasser: Hade, Daniel D.
Format: Artikel
Sprache:eng
Schlagworte:
Book industry
Book publishing
Brands
Business structures
Childhood Needs
Children
Childrens Literature
Commercialism
Corporations
Cross promotions
Elementary Education
Internet
Learning
Literature
Publishing Industry
Television
Textbook Publication
World Wide Web
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Beschreibung
Zusammenfassung:Examines who publishes today's children's books, how they create brands, and how their attempts at synergy influence children's books and reading. The article illustrates the corporate construction of readers through the marketing of children's literature, considering the prevalence of corporate mergers and the impact of media conglomerates on the production of children's literature used as tradebooks throughout U.S. classrooms. (SM)
ISSN:0040-5841
1543-0421
DOI:10.1207/s15430421tip4003_3