Daniel Thomas Cook

DIVThrough a study of industry publications over much of the century, shows how the U.S. children’s clothing industry produced increasingly refined categories of childhood./div

The Children’s Clothing Industry and the Rise of the Child Consumer

The Commodification of Childhood

Rachel Rosen

Spyros Spyrou

Reimagining Childhood Studies incites, and provides a forum for, dialogue and debate about the direction and impetus for critical and global approaches to social-cultural studies of children and their childhoods. Set against the backdrop of a quarter century of research and theorising arising out of the “new” social studies of childhood, each of the 13 original contributions strives to extend the conceptual reach and relevance of the work being undertaken in the dynamic and expanding field of childhood studies in the 21st century. Internationally renowned contributors engage with contemporary scholarship from both the global north and south to address questions of power, inequity, reflexivity, subjectivities and representation from poststructuralist, posthumanist, postcolonial, feminist, queer studies and political economy perspectives. In so doing, the book provides a deconstructive and reconstructive dialogue, offering a renewed agenda for future scholarship. The book also moves the insights of childhood studies beyond the boundaries of this field, helping to mainstream insights about children's everyday lives from this burgeoning area of study and avoid the dangers of marginalizing both children and scholarship about childhood. This carefully curated collection extends beyond critiques of specified research arenas, traditions, concepts or approaches to serve as a bridge in the transformation of childhood studies at this important juncture in its history.

Reimagining Childhood Studies

Examines the Protestant origins of motherhood and the child consumer Throughout history, the responsibility for children’s moral well-being has fallen into the laps of mothers. In The Moral Project of Childhood, the noted childhood studies scholar Daniel Thomas Cook illustrates how mothers in the nineteenth-century United States meticulously managed their children’s needs and wants, pleasures and pains, through the material world so as to produce the “child” as a moral project. Drawing on a century of religiously-oriented child care advice in women’s periodicals, he examines how children ultimately came to be understood by mothers—and later, by commercial actors—as consumers. From concerns about taste, to forms of discipline and punishment, to play and toys, Cook delves into the social politics of motherhood, historical anxieties about childhood, and early children’s consumer culture. An engaging read, The Moral Project of Childhood provides a rich cultural history of childhood.

Motherhood, Material Life, and Early Children's Consumer Culture

The Moral Project of Childhood

In this revealing social history, Daniel Thomas Cook explores the roots of children’s consumer culture—and the commodification of childhood itself—by looking at the rise, growth, and segmentation of the children’s clothing industry. Cook describes how in the early twentieth century merchants, manufacturers, and advertisers of children’s clothing began to aim commercial messages at the child rather than the mother. Cook situates this fundamental shift in perspective within the broader transformation of the child into a legitimate, individualized, self-contained consumer. The Commodification of Childhood begins with the publication of the children’s wear industry’s first trade journal, The Infants’ Department, in 1917 and extends into the early 1960s, by which time the changes Cook chronicles were largely complete. Analyzing trade journals and other documentary sources, Cook shows how the industry created a market by developing and promulgating new understandings of the “nature,” needs, and motivations of the child consumer. He discusses various ways that discursive constructions of the consuming child were made material: in the creation of separate children’s clothing departments, in their segmentation and layout by age and gender gradations (such as infant, toddler, boys, girls, tweens, and teens), in merchants’ treatment of children as individuals on the retail floor, and in displays designed to appeal directly to children. Ultimately, The Commodification of Childhood provides a compelling argument that any consideration of “the child” must necessarily take into account how childhood came to be understood through, and structured by, a market idiom.

J. Michael Ryan

"Provides definitive coverage of consumer studies with entries that define and explain key concepts, persons, and approaches"--

Daniel Thomas Cook

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