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Online Publication Date: 01 October 2007 To cite this Article: McAllister, Matthew P. (2007) '"GIRLS WITH A PASSION FOR FASHION"', Journal of Children and Media, 1:3, 244 - 258 To link to this article: DOI: 10.1080/17482790701531870 URL: http://dx.doi.org/10.1080/17482790701531870

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MATTHEW 03.Bb n aho ol,otnpeciignro edradbodconsumption 1997). broad (Cross, and history gender long narrow a (Klaffke, prescribing have 1950s often the similarly since dolls, roles, least fashion at and existed Shopping have Baby targeting. consumption 2003). retail this in accompanies skill often reward that that games consumption of celebration associated il’clue(azrla 99 n,we obndwt h rae ocp of concept Bratz. broader of and characteristic the coordinated is that the with power describing girl combined in of apt when form young especially consumerist in is and, messages consumption, 1999) to spectacular applied integrated larger (Mazzarella, been opposes culture has than feminist feminism rather girls’ Commodity provide legitimizes a oppression. that to can of discourse form advertising structures commodity commodities by process, 8) apolitical p. appropriation that and 1992, this (Goldman, personalized implies ‘‘dissolved’’ In or women. transformed often empower is feminism will and and products women, purchasing in gender feminism achievement: to of about symbols products applies argument advertising to that its ability similar argues advertising’s Goldman Noting movements, a feminism.’’ social ‘‘commodity coopt makes spectacularized of delineation by (1992) his altered in and commercialism to Goldman connected be products. may of meanings consumer framings social other cultural study, their to in regards in especially pleasure, notions males. audience contradictory American it white and African with just Watts brought and not also forms. race did but other drinking, campaign), about beer ‘‘Whassup?’’ these celebrate Budweiser in and (the Budweiser carried instance sell for are study, also case the popularity (2002) into Orbe’s their integrated are enhance that relations to In social campaign forms. implied content and oriented meanings commercially symbolic less other to addition, over message consumption a bleeds which 04.Teueo ai,cmcbos n otntbytlvso osl ietyto directly sell 2004; to (Cross, girls market television young tweens influential to notably directly increasingly now most Marketing and 1998). and desirable Pecora, 1993; books, a Kline, as (Cook, licensed comic 1930s them radio, of the cultivated of especially children amounts since use agency vast The with off consumers 2004). strip and as economically spun comic The industry children clothing problematic) 1895s framed has the racially discursively Similarly, with 1998). culture also least Gordon, (if 2004; children’s at (Cross, appearing merchandise starting newspapers, regularly US, first in the the characters In of new. one is Kid, Yellow consumers empowered as children dooia,eeaigtecmeca n h promotional the and commercial to the term media elevating the ideological, of hence combination messages, a selling to use integrated consumption.’’ Debord spectacular aggressively strategically of ‘‘integrated and which application merchan- large-scale Orbe’s campaigns coordinated disseminate and understanding licensing for Watts and valuable culture. also dising reserved popular is only campaigns of is advertising usually beloved that popular status most people’s cultural the of a part granted for and thus own are their they on capital; in licenses conversational referenced sold widely and become media journalistic They media. by entertainment newsworthy as covered are messages promotional lhuhWtsadOb 20)adesdteitrlyo omrils n race and commercialism of interplay the addressed (2002) Orbe and Watts Although ete h omrilzto fcide’ utr o h oilcntuto of construction social the nor culture children’s of commercialization the Neither Precedents Commercial Bratz’ iealfrso eoda pcal,setclrcnupini intensely is consumption spectacular spectacle, Debordian of forms all Like — sas ogetbihd(ok 04 ok&Kie,20) si the is as 2004), Kaiser, & Cook 2004; (Cook, established long also is — as nw al s‘‘sub-teens,’’ as early known uhni oua culture, popular authentic Downloaded By: [McAllister, Matthew] At: 15:16 14 October 2007 opn n htadec’ Aot-luu&Lse osazmr 03 .6;sealso see 65; p. rhetorical 2003, various Roushanzamir, its Lester constructs through & company (Acosta-Alzuru that ‘‘The audience’’ that noted Today,’’ and of scholar company ‘‘AG One line ‘you product market. the audience, the be target to and designed the strategies one were identity. which marketing No as and dolls, brand. products, the age dolls, with larger books, identification same the own fan emphasized her in also had characters line each The doll and line, different the from dominated character sales successful built 1980s, 1997). rock (Cross, a as potential her music-licensing cast exploiting also program also the TV thus allowed own further singer, Barbie’s angle Predictably, rock-band licensing. 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MATTHEW p’ pcfcnmsta h rt ii ntenvl uha is&Mk-padFashion and Make-Up & Kiss and 8 as ‘‘Ages such for novel, book the Bratz in 2003 (makeup a visit 2002 of Bratz from title set the the toy that also a names spot, was was Specific it makeover Spa included); up.’’ ‘N’ favorite girls Salon their and Stylin’ at dolls The Jacuzzi both 13). sets. 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MATTHEW n cp,Baza es enoc,frsm,teie htalf’ aso sfrfsin and fashion, for society. is hyperconsumable passion life’s a a and that orientation idea success commodity the economic a some, their for for upon also reinforce, based least at claim, Bratz this scope, legitimize and and is of elaborate work audience-centered when further Although effect especially 2000). to (Jhally, potential encourages, needed age young culture the a at commodity inculcated noted are that values planet have such the Others on 2005). waste environmental (Schor, susceptibility commercial and of insecurity cultivation and division the social/economic to encourage lead that self-concepts can commodity-influenced culture commercial/consumer in dolls immersion heavy which that argued and 2002). brand Kreshel, & the displayed (Acosta-Alzuru discussing and ‘‘American’’ brand, when most that ethnocentrism the of seemed as message power’’ such acquiring ‘‘girl values about the fantasized problematic embrace characters, found fully the fans not with Girl did identified American strongly accessories, of girls interviews these in-depth of using many study that one hand, other the On 2005). asv uine ihltl blt o iiest rtclyeaut h spectacle the evaluate (Go critically media to imagination commercial their from use citizens to influence ability the for significant have often a without ability still assumed Children may it 2003). little that Others Kellner, consumption is 2004; lives. fact, (Compton, with the their in accompany premise, of audience, that original terms Debord’s friendship of passive in and criticism little power One Bratz. very girl in of to orientation some themes amount For the like. may the from attraction and benefit Girls, this American girls Barbie, into the were/are of others as Bratz, into much very 1. and premises toy layouts, fashion and columns magazine material, promotional fiction, other and TV descriptions) (ads forms and content multiple print in and (books, TV) media multiple DVD, in magazines, released and coordinated is that message consumption consistent csaAzr,C,&Kehl .J 20) ‘’ nAeia il…Whatever … Girl American an ‘‘I’m (2002). J. P. Kreshel, & C., Acosta-Alzuru, csaAzr,C,&Lse osazmr .P 20) ‘vrtigw oi eerto of celebration a is do we ‘‘Everything (2003). P. E. Roushanzamir, Lester & C., Acosta-Alzuru, ACKNOWLEDGMENTS have Critics culture. commercial children’s accelerating larger, a of part also are Bratz ae pnteeooi ucs ftebad hr sn ob htmn il are girls many that doubt no is there brand, the of success economic the upon Based REFERENCES NOTE 2006. 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Seinfeld p 74–83. pp. . rwn up Growing ora of Journal ora of Journal South ,