The Complex Politics of McDonald’s and the New Childhood: Colonizing Kidworld


  • Joe Kincheloe


This article is taken, with publisher permission, from the Rethinking Series book: Cannella, G. S. & Kincheloe, J. L. (Eds.) (2002). Kidworld; Childhood Studies, Global Perspectives, and Education. New York: Peter Lang. In this paper, globalization, modernization, consumption, marketing, power and politics emerge as Kincheloe examines McDonald’s role in the changing social construction of childhood. The reader is referred to the complete book where such questions as the following are addressed: How are market-driven motives influencing the lives of (poor) children? How does the political climate of a nation affect children's cultural, linguistic, and educational rights? Can more just representation for children be accomplished?

Author Biography

Joe Kincheloe

Joe Lyons Kincheloe served as a Tier One Canada Research Chair at McGill University in Montreal, Quebec, Canada. Prior to this, he was a Professor of Education at the City University of New York Brooklyn College and Graduate Center and at Brooklyn College. Kincheloe’s work focused on social justice, cultural studies and critical qualitative educational research methods. Kincheloe also founded the Paulo and Nita Freire International Project for Critical Pedagogy, at McGill University and in the 1990’s created the Rethinking Childhood book series.




Articles (Peer Reviewed Research)