‘Small,but Very Determined’: A Novel Theorization of Children’s Consumption of Clothing

Abstract

Childhood and consumption are each firmly established as substantive topics in sociology, yet the relationship between them remains narrowly considered. In this paper I attempt to deepen sociological understanding of one aspect of children’s consumption (their clothing) through reimagining the structure and agency problematic via a novel theorization centred on the concept of determinativity. I do this by engaging in a critical evaluation and adaptive use of existing theories, and by using data from an empirical study to illustrate and strengthen the theoretical claims I make. Children are argued to be exceptional consumers, in that what they come to wear on their bodies is subject to a different set of social processes than is the case for adults. At the same time, the theorization offered in this paper suggests ways forward for rethinking how individuals at all stages of the life course interactively engage in consumer societies.

Keywords

childhood children consumer consumerism consumer culture consumption determinativity

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