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