The market for children’s apps aimed at pre-school aged children is expanding in the context of the schoolification and marketisation of very young children’s education and development. When subject to critical analysis, the download pages pertaining to these apps reveal the dominant discourse to be one of ‘pedagogical responsibilisation’, for parents who seek to optimise their children’s educational opportunities. A neoliberal market-driven rationale frames the parenting role, encouraging investment in extracurricular activities for children. Thus, good parenting becomes analogous with the use of early learning educational apps.
Holloway, D., Mascheroni, G., Donkin, A., Parenting pedagogies in the marketing of children’s apps, in Green, L., Holloway, D., Stevenson, K., Leaver, T., Haddon, L. (ed.), The Routledge Companion to Digital Media and Children, Routledge, LONDON 2020: 245- 255 [http://hdl.handle.net/10807/161753]
Parenting pedagogies in the marketing of children’s apps
Mascheroni, Giovanna;
2020
Abstract
The market for children’s apps aimed at pre-school aged children is expanding in the context of the schoolification and marketisation of very young children’s education and development. When subject to critical analysis, the download pages pertaining to these apps reveal the dominant discourse to be one of ‘pedagogical responsibilisation’, for parents who seek to optimise their children’s educational opportunities. A neoliberal market-driven rationale frames the parenting role, encouraging investment in extracurricular activities for children. Thus, good parenting becomes analogous with the use of early learning educational apps.
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