The Gender Perspective in Relation to Children as Consumers

Birgitte Tufte and Jens Halling

Describes a research project to investigate the differences between girls and boys, at different ages, in their attitudes to pocket money, brands, media and responses to advertising.
  

The Gender Perspective In Relation to Children as Consumers

Dr. Jens Halling M.Sc. Forum for Advertising Research andProfessor Birgitte Tufte Children's Culture Network

Background

Throughout the years research regarding children and media and children and consumption has been concerned with gender differences depending on the age of the child. Much research has been based on sociological and psychological theories (von Feilitzen 1999, Roe 1998, Fridberg 1999) whereas recent research to a large extent has been based on and inspired by communication, culture and media theories (Livingstone & Bovill 2001, Drotner 2001, Holm Srensen...

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