The Missing Child Consumption Theory Analysis

Are parents the one’s who make all the decisions about children’s consumption? Do children have agency in these matters? Daniel T. Cook says an overwhelming “yes” to the latter in his article, “The Missing Child in Consumption Theory”. He asserts that children are extremely important in the world of consumption. Cook warns of the harm that ignoring children’s agency in consumer culture is doing in terms of research (Cook 2008; 120). Pugh agrees with Cook on the matter of children and consumption in her book “Longing and Belonging”. She outlines some of the many ways in which children have agency and make decisions about consumption. Some of the examples included are “the economy of dignity” (Pugh 2009; 51) and “facework” (Pugh 2009; 53). I …show more content…
He also says that children bring about the existence of consumer culture and that it is detrimental that they be ignored in this context. Another point made is that childhood and the social existence of children are absent in the research of many scholars. Cook thinks that it is restrictive to confine the study children’s consumption to only those focusing on that topic specifically. Cook thinks it would be beneficial to incorporate children’s studies into consumption theory as a whole. According to Cook, children's actions within the household have a far greater effect than theorists give them credit for. His hope is that the incorporation of children and childhood discussion be non-negotiable in regards to consumption study. He discusses concerns about how books about children’s consumption are often reviewed together which segregates the topic from the rest of consumption research. Another concern of Cook’s is that most who study consumer culture of childhood do not relate it to the more general consumption theory. (Cook 2008; …show more content…
“If they didn't have them they feel sad which makes me feel badly even though it’s kind of ridiculous at times. I try to be reasonable about it but it’s hard to not get something for them when it matters in their friend group so much.” Anne is actually acknowledging the fact that it’s hard to deny her kids items which seem to have social significance. Pugh discusses this phenomenon in her “saying no” chapter. Parents fear that their children won’t fit in and buy things to ensure that they will (Pugh 2008; 152). Anne does not seem to have as much of a problem saying no when she feels it doesn't matter as much to her children’s dignity (Pugh 2008; 152). “But also I think it’s important for them to be part of making the decisions of what they want, but that they cant have whatever they want. Either they can save their own money for it or not have it.” Anne buys goods so her children fit in, she does not want her children to the the feeling of being

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