Parenting pedagogies in the marketing of children's apps

Abstract

The market for children’s apps aimed at pre-school-aged children is expanding in the context of the schoolification and marketisation of very young children’s education and development. When subject to critical analysis, the download pages pertaining to these apps reveal the dominant discourse to be one of “pedagogical responsibilisation” for parents who seek to optimise their children’s educational opportunities. A neoliberal market-driven rationale frames the parenting role, encouraging investment in extracurricular activities for children. Thus, good parenting becomes analogous with the use of early learning educational apps.

Document Type

Book Chapter

Date of Publication

2020

School

School of Arts and Humanities / Graduate Research School

Copyright

subscription content

Publisher

Taylor & Francis

Comments

Donkin, A., Mascheroni, G., & Holloway, D. (2020). Parenting pedagogies in the marketing of children's apps. In L. Green, D. Holloway, K. Stevenson, T. Leaver & L. Haddon (Eds.), The Routledge Companion to Digital Media and Children (1st ed., pp. 245-255). Routledge / Taylor & Francis Group.

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