Are Latin America’s children becoming globalized?

This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products.

Are Latin America's children becoming globalized?

Mónica La MadridMarkwald, La Madrid y Asociados, Argentina

INTRODUCTION

Latin American children have certain common traits, some rooted in their shared culture, others based on increasingly globalized industry proposals. The myriad of identical stimuli (from television programs to toys) in addition to important similarities in terms of behaviors and preferences makes possible the consideration of these children as a whole.

Latin America has always been considered a region, and in fact, besides its geographical contiguity, a common history and constant communications (sometimes conflictive) bond the different countries. Even though important cultural differences exist,...

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