The Simpsons are Cool but Barbie's a Minger - Professor Agnes Nairn

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Further Research
The next stage of this research is to replicate this study with a more diverse sample of
children. In 2006-7 we aim to talk to children from a broader range of geographical areas
(rural, suburban and inner city areas); to children from a broader range of socio-economic
categories (the very rich and the very deprived); and from a broader range of ethnic
backgrounds.
The items of “things that kids are into” will have changed over the past year since stage 1
was conducted. The next stage of research will therefore include different objects. One
focus of analysis will be to ascertain if the same social functions are fulfilled by these
different objects.
Key themes which will be specifically investigated in focused interviews are:
• The complexity of cool for this age group (negotiated, fun, fashionable and
popular)
• The gendering of branded products
• The usage of heroes like Beckham to manage social concepts
• Violence towards Barbie
• Relationships with advertising and marketing
References
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Elliot, R. and Leonard, C. "Peer pressure and poverty: Exploring fashion brands and
consumption symbolism among children of the 'British poor' " Journal of Consumer
Behaviour, Jun2004, Vol. 3 Issue 4, p347-359.
Mayo, E. (2005), “Shopping Generation,” National Consumer Council, London
Renold E. (2005), “Queering ‘Girlie’ Culture, Negotiating Heterogendered Childhoods:
Tomboys, Top-Girls and Moshers”. Paper presented at British Educational Research
Association Conference, University of Glamorgan, September.
Sherwin, Adam, (2005) “Head girls wooed by record bosses to help win sales war”, The Times,
London, 15th September
Tremor http://www.tremor.com/ (accessed 17 January 2006)
Verrept, A., and Denise Gardiner (2000), "Children and the Internet," Admap, January, 24-26.