Sociological Perspective: How does our consumer economy affect families? In what ways do parents buy into consumerism to appease their children? How does the media appeal to particular genders when advertising games, toys, clothes? Do parents tend to also ascribe to these gendered games, toys, and clothes for their children? How do families buy in to ideas of a consumer economy? (holidays, birthdays, etc.) Why does it seem like parents are so quick to buy things for their children?
Analysis: Pugh discusses how consumption becomes a symbol of caring and belonging for kids and their parents in her article. Products (toys, games, phones, etc.) are so saturated into social lives and the lives of young kids. If kids don't have these things it shows that kids are outsiders. Pugh discusses the commodification of childhood and says that it is advancing with kids spending so much money on themselves and parents spending so much money on them. Children's childhood is defined by what they have or don't have and this impacts their emotional relationship with parents and friends. Parents feel guilted into buying things for their kids because they don't want their child to be cast as an outsider for not having the new cool thing. Pugh discusses the economy of dignity and how this is very important for parents and children: it means belonging to the social world.
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