The Business of Children's Entertainment

Norma Odom Pecora

November 14, 1997
ISBN 9781572302808
Price: $59.00 $44.25
190 Pages
Size: 6" x 9"
March 6, 2002
ISBN 9781572307742
Price: $30.00 $22.50
190 Pages
Size: 6" x 9"

For over 20 years, the development of children's television programming has been subsidized by toy manufacturers. The result has been an increased commercialization of children's popular culture—the creation of a "material world" of childhood characterized by brand-name toys, games, clothing, and television characters. Drawing on historical background and case studies, this book presents a unique look at the development of children as targets of the media and commercial industries, and examines the economic and social forces that have defined the evolution of children's entertainment.

Recommended reading for anyone concerned over the exploitation of the nation's children for profits....Belongs in every library, especially those in colleges of education.”

Business Library Review International

“One finishes this book amazed at the variety of economic models that define the interrelationships of toys and television....By bringing the economic framework of children's entertainment to the foreground, Pecora creates a novel approach to her examination....Her conclusions reveal the depth of corporate culture involvement in the business of children's entertainment.”

Journal of Communication

“While most research on children's media grapples with ideological issues, Pecora, with relentless objectivity, reveals the nitty-gritty economics of the children's market....It is a relief to read a book that explains the economics of children's media without sentimentalizing children as 'TV victims' or imploring readers to kill their televisions.”

American Journal of Sociology

About the Author

Norma Odom Pecora, PhD, teaches in the School of Telecommunications at Ohio University. Her areas of interest include issues of gender and childhood; topics that inform the courses she teaches and her research work. She is currently working on the contribution of popular culture to the construction of identity in young girls.


Professionals and students in media studies, mass communication, and related fields; policymakers, educators, and others interested in contemporary children's culture.

Serves as a supplemental text in advanced undergraduate- and graduate-level courses.

Course Use

Serves as a supplemental text in advanced undergraduate- and graduate-level courses.