|
The
Mary Junck Research Colloquium Series Spring 2008 |
|||
|
|
|
|
|
|
School of Journalism
and Mass Communication |
|||
|
Dr. Matt McAllister |
|||
|
Associate
Professor |
|||
|
|
|
|
|
|
Mar. 6 |
|
"Girls With a Passion
for Fashion": The Bratz Brand as Integrated
Spectacular Consumption |
|
|
|
|
|
|
|
|
|
This presentation examines different media and
merchandise featuring the "tween" girl
brand Bratz, originally a group of teen fashion
dolls that quickly became heavily licensed. The concept of "integrated
spectacular consumption," in which commercial forms are naturalized and
celebrated as mainstream culture, will be applied to the brand's consumption
ideology which pervades Bratz movies, TV episodes,
print media, and games. The analysis argues that Bratz
positions itself as a consumption-based "lifestyle" brand through
an emphasis on brand appearance, promotionally based media, and a celebration
of group consumption and shopping, all of which have implications for youth
culture and identity. The presentation is based on work that was published in
the Journal of Children and Media, Volume 1, #3, 2007. |
|
|
|
|
|
|
|
|
|
|
|
|
If you would like additional details/information Sriram "Sri" Kalyanaraman |
|||