Beyond the competent consumer: the role of media literacy in the making of regulatory policy on children and food advertising in the UK

In 2007, the British media regulator Office of Communications (Ofcom) began to implement new restrictions on the television advertising of food and drink products to children, as part of the government's broader attempts to combat child obesity. This is the second of two linked articles that explore the issues at stake in these developments, and their broader implications for the study of media and cultural policy. This article focuses primarily on the ways in which the figure of the child consumer was conceptualised both in the research that informed these developments and in the policy debates that ensued. It explores the assumptions that were made by the contending parties in the debate about children's competence as consumers, and specifically as users of television advertising. This analysis is set within a broader account of the role and function of the notion of 'media literacy' in contemporary debates about regulatory policy.

Media Literacy Research Index

The purpose of this index is to bring together and promote international media literacy and media education research. The index is updated regularly, and you can also inform us about missing research via e-mail. Information presented here is all openly available in the Internet. Accessing full articles may require permission from the publisher.

Please, report to us if there is a malfunctioning link or if the information presented in the index is incorrect.

Medialukutaidon ja mediakasvatuksen viitetietokanta

Viitetietokannan tarkoituksena on tehdä näkyväksi medialukutaitoa ja mediakasvatusta käsittelevää tutkimusta. Tietokantaan on koottu yhteen kansainvälistä aiheita käsittelevää tutkimusta. Tietokantaa päivitetään säännöllisesti. Voit myös täydentää tietokantaa toimittamalla puuttuvan tutkimuksen tiedot sähköpostitse. Tietokannassa esitetyt tiedot ovat vapaasti saatavilla Internetissä. Kokonaisten artikkelien lukeminen saattaa edellyttää lupaa kustantajalta.

Ilmoitathan sähköpostitse, mikäli jokin linkki ei toimi tai esitetty tieto on väärin.