coauthor of "Your Money or Your Life: Transforming Your
Relationship with Money and Achieving Financial Independence"What a
fascinating and mobilizing book! No mother or father "intends" to
turn over child-rearing to the consumer culture, but the stress and
speed of life wear down their resolve, making television, toys,
electronics, and branding a kind of 'shadow parent' that literally
spoils our children. Juliet Schor gives us ample evidence of the
cost -- to our children and society -- of this drift into
corporation raised kids. "Born to Buy" will inspire anyone
concerned with the next generation.
Alvin F. Poussaint, M.D.
professor of psychiatry, Harvard Medical School and Judge Baker
Children's Center, Boston, Mass."Born to Buy" is an eye-opener. It
illuminates marketers' unrelenting exploitation of our youth; the
well-being of children has been made secondary to maximizing
corporate profit. This book is certain to shake us out of our
complacency; I highly recommend it.
author of "Reviving Ophelia" and "Letters to a Young
Therapist"Juliet Schor is a human laser beam. Her careful research
and brilliant analysis are presented in lucid prose. Plato defined
education as teaching our children to find pleasure in the right
things. Most parents do their best, but they are fighting a culture
that educates our children to value all the wrong things. Children
are suffering mentally, physically, and spiritually. Schor's book
can put us on a path toward once again protecting our children.
This may be the most important book of 2004.
author of "Enough: Staying Human in an Engineered Age"There must
be a special circle of hell designed for those who came up with the
notion of marketing to young kids, and if so, Juliet Schor is its
Dante -- this is a tremendous book, in the tradition of "Fast Food
author of "Pricing the Priceless Child" and "The Social Meaning
of Money"Juliet Schor has established herself as a sharp observer
and critic of American commercialism. In Born to Buy, this social
analyst and concerned mother turns her attention to marketing for
children, combining observation in the advertising industry,
interviews in a Boston suburb, and close study of merchandising
methods. Readers need not agree with all her arguments to learn
plenty about how relations between children and merchandising media
are changing and what threats to children's well-being those
changes are producing.
Arlie Russell Hochschild
author of "The Commercialization of Intimate Life: Notes from
Home and Work" and "The Time Bind: When Work Becomes Home and Home
Becomes Work"This brilliant, informative, and deeply important book
tells us what the advertisers don't -- the more advertising
children see and hear, the more likely they are to be depressed and
anxious and to suffer family conflict. The American dream isn't
something we buy, Schor wisely tells us; it's something we make and
can, if broken, repair. A book that will start a revolution...
"O, The Oprah Magazine""Born to Buy" is so grounded in appalling data about both kids and advertising companies, it has the effect of making even the most TV-and-advertising-wary parents among us realize that we haven't been half vigilant enough.