The Little Emperors' New Toys
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The Little Emperors' New Toys

A Critical Inquiry into Children and Television in China
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Bin Zhao
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Blending questionnaire surveys, interviews and observation, this book offers a thorough critical analysis of the rise of the new commercial ethic in Chinese society and in the media and communications sector at the historic turning point of the late 1980s.
1. Introduction: In the Name of Modernisation.- 2. Children and Television: Public Concern and Scientific Research.- Roots of Concern.- Television and Change: Before and After.- Windows of Vulnerability.- The Home and the School.- Taking Children Seriously: the Interpretative Turn.- Towards a Critical Perspective.- 3. Positivist Approach and Interpretative Alternative: Critical Reappraisals.- Childhood: Controversies in Conceptualization.- Positivist Approach: an Instrument of Control?.- Interpretative Alternative: a New Empiricist Ethos?.- 4. Critical Approach to the Study of Children and Television.- The Individual and the Society: the Search for Links.- Critical Inquiry and the Study of Children and Television in China.- 5. Children's Television in China: From Education to Entertainment.- Mass media as Mouthpiece.- The Changing Television Broadcasting System.- Children's Television: 1959-1990.- 6. Intellectual and moral Education: Parental Control and Children's Viewing Activity.- Parental Control and Children's Media Activity: a Historical Sketch.- Parental Control and Children's Viewing: the Chinese Case.- For a Critical Analysis of the Chinese Case.- 7. The Craze for the Transformers: Children's Television and the Rise of Consumerism in China.- The New Ethic of Market and Consumption.- The Transformers Fad and Reactions to It.- Beyond the Fad and the Debate.- Conclusion.