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EJ497517 EA530317

Title: The Commercialization of Youth: Channel One in Context.
Author(s): Wartella, Ellen
Source: Phi Delta Kappan, v76 n6 p448-51 Feb 1995
Publication Date: 1995
ISSN: 0031-7217
Language: English
Document Type: Journal articles (080); Reports--Evaluative (142)
Journal Announcement: CIJJUN1995

Places Channel One controversy in broader context of commercialization of youth culture during past 20 years. Changes in child-oriented TV market since mid-1970s include rise of independent stations and cable networks, introduction of program-length commercials, and proliferation of new products aimed at children. Targeting marketing to child consumers means going where kids can be found; this is Channel One's strategy. (MLH)

Descriptors: *Commercial Television; Elementary Secondary Education; *Marketing; *Mass Media Effects; *Television Commercials; *Youth
Identifiers: *Channel One

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