The Contemporary American Child as a Docile Consumptive Body

Abstract

In this paper, I argue that the contemporary relationship between children and advertising can be seen as illustrative of Foucault’s theory of disciplinary power and docile body production. I contend that, within the context of a consumption-based economy, an individual’s prime utility is her rate of personal consumption. Therefore, the subjection of children to ubiquitous advertising can be seen as the discipline through which the utility of personal consumption is maximized.