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Between Consumerism and Protectionism

Attitudes towards children, consumption and the media in Estonia

University of Tartu, margit.keller{at}ut.ee

Veronika Kalmus

University of Tartu

This study measures attitudes towards children’s vulnerability or empowerment within consumer culture, based on data from a representative population survey (N = 1475) conducted in Estonia in 2005. The study use indices comprised of assessments of consumption practices and assertions pertaining to the ‘endangered vs empowered child’ debate in consumer and media studies. The results of the analysis show that consumerism and brand valuation are more strongly predicted by age and income and opinions about children’s vulnerability to advertising are mostly influenced by education and gender. Attitudes on the socializing role of the media are poorly explained by sociodemographic variables, although income and education play a more important role.

Key Words: Estonia • consumerism • media • protectionism • socialization

Childhood, Vol. 16, No. 3, 355-375 (2009)
DOI: 10.1177/0907568209335315


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