The growing consumer

Looks at how children’s awareness of self and the world around them grows during their childhood, examining children’s limitations and capabilities from age six to adulthood. Outlines two opposing research approaches to child development, one biologically determinate and deriving from Piaget, the other more culture related and associated with Vygotsky; opts for a “natural history” approach that relates children to their various contexts. Details the world of middle childhood, starting at six years of age and covering areas like language, game strategy and humour development, then moves on to the tweens, who become increasingly conscious of brands and the desirability of possessing branded goods; finally discusses youth and the frontiers of adulthood.