Capital Identity
Christian Science Monitor article on 'Tweens'
I find Marx’s explanation of capital compelling partially because it describes the motivations for the construction of identity. A classic problem in philosophy relates to the “original mover” that initiated the explosion, movement, energy in the universe. For me, capitalism and Marx serves this purpose: someone or something has to set in motion political change, and the pursuit or optimization of capital gets stuff going. The exigencies and challenges of identity arise from the accumulation of wealth as capital.
This article describes the definition and subsequent expansion of a market for ‘tweens,’ “defined as 8-to-12-year-olds but today often pushed down to 6 or younger.” The term defines a particular market with particular needs in ways that requires investment in new clothes, bands, toys, etc. Capital requires the creation of the term to explain or justify investment opportunities.
Out of nothing emerges identity and market space. The idea of ‘tweens’ has post-structural echoes:
“Addie Schwartz believes in speaking to tweens "in a language they will respond to and embrace as their own," and she sees her own work as a pushback against what she calls "oversexualized" media. A parent, Ms. Schwartz runs Beacon Street Girls, a series of books that help tween girls sort out social issues. She also sells branded backpacks and sleepover sets.
"You have experts in their ivory towers saying all consumerism is bad," she says. "The truth is [in] the intent."”
The binaries of child/adult gradually erode under the assault of marketing strategies. The concept of ‘tween’ fits between teenager and child, and teenager originally was created to undermine the dichotomy between child and adult. Post structural language aligns with broader social forces, united against leaving out anyone, from either spending or participating at their fullest.
This is devolving.
Duncan
I find Marx’s explanation of capital compelling partially because it describes the motivations for the construction of identity. A classic problem in philosophy relates to the “original mover” that initiated the explosion, movement, energy in the universe. For me, capitalism and Marx serves this purpose: someone or something has to set in motion political change, and the pursuit or optimization of capital gets stuff going. The exigencies and challenges of identity arise from the accumulation of wealth as capital.
This article describes the definition and subsequent expansion of a market for ‘tweens,’ “defined as 8-to-12-year-olds but today often pushed down to 6 or younger.” The term defines a particular market with particular needs in ways that requires investment in new clothes, bands, toys, etc. Capital requires the creation of the term to explain or justify investment opportunities.
Out of nothing emerges identity and market space. The idea of ‘tweens’ has post-structural echoes:
“Addie Schwartz believes in speaking to tweens "in a language they will respond to and embrace as their own," and she sees her own work as a pushback against what she calls "oversexualized" media. A parent, Ms. Schwartz runs Beacon Street Girls, a series of books that help tween girls sort out social issues. She also sells branded backpacks and sleepover sets.
"You have experts in their ivory towers saying all consumerism is bad," she says. "The truth is [in] the intent."”
The binaries of child/adult gradually erode under the assault of marketing strategies. The concept of ‘tween’ fits between teenager and child, and teenager originally was created to undermine the dichotomy between child and adult. Post structural language aligns with broader social forces, united against leaving out anyone, from either spending or participating at their fullest.
This is devolving.
Duncan
posted by Duncan at 9:57 PM
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