• Describe, and be able to discuss the theories related to the study of children as consumers.
• Independently reflect and discuss the public discourses regarding children as consumers; “competent” vs “vulnerable”.
• Apply and justify choice of relevant theory, concepts, and models presented during the course to concrete cases and problem areas.

Over the past several years there has been an increasing interest in children as consumers; both from companies and consumer organizations but also from the general public. Today children live in a more commercialized childhood and children are to a greater extent than previously considered independent consumers. They are constructed as “Tweens”, “Teens”, “Digital natives” etc., and are related to concepts like “cradle to grave marketing”. The course will focus on children as consumers from a cross disciplinary theoretical perspective based in consumer research, media research and childhood research. The theoretical framework will be linked to several forms of practice such as businesses and organizations/councils.

Course topics include consumer socialization, marketing to children, children’s influence in the family, children’s media culture, children’s perception and understanding of advertising (off-line and online), and children as informants.

The overall aim of the course is to give students insights and a deep understanding of theories concerning children as consumers including marketing, legal and ethical issues regarding children’s participation in consumer society. Furthermore, the course aims at giving the students competencies to understand, analyze and discuss some of the public discourses regarding children as consumers.  


The student will develop competencies within the field of consumer behavior and communication related to children as consumers. With these competencies the student will be able to understand and solve relevant practical problems regarding communication and marketing to children.
 

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