NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ860801
Record Type: Journal
Publication Date: 2009
Pages: 16
Abstractor: As Provided
Reference Count: 67
ISSN: ISSN-0034-0553
The Market Child and Branded Fiction: A Synergism of Children's Literature, Consumer Culture, and New Literacies
Sekeres, Diane Carver
Reading Research Quarterly, v44 n4 p399-414 Oct-Dec 2009
Market-related influences have helped to shape children's literature and the means by which it has been sold since the concept of a literature for children emerged in the 18th century. In the 20th century, the concentration of publishing for children into a small number of megacorporations, the development of synergistic marketing of multiple products of one brand, and the technological advances of the late 20th century contributed to what can be called "branded fiction," a genre that includes books that are one product among many that are all sold under one brand name. Within the context of branded fiction, the reader constructs the imaginary characters of the fiction through the multiple experiences of buying and living with the multiple products of a brand. The protagonist of branded fiction is labeled "the market child." In this theoretical essay, I discuss the market child through American Girl, Hannah Montana, and The 39 Clues, brands that are developed and sold to tweens (8-12 year olds). I show the multiplicity of products and interactions that a tween reader can have with such branded fiction, and I argue that such interactions can be theorized within the intertextual context of what I call the "playspace" (the collection of diverse spaces in which the reader interacts with and plays with the products of branded fiction).
International Reading Association. 800 Barksdale Road, P.O. Box 8139, Newark, DE 19714-8139. Tel: 800-336-7323; Fax: 302-731-1057; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A