The+Nickelodeon+Brand+-+Buying+and+Selling+the+Audience+(pgs.+69-74)+Caitlin+Gainsborg

====Chapter 3 in Sarah Banet-Weiser’s book, //Kids Rule!: Nickelodeon and Consumer Citizenship// begins by talking about the fact that Nickelodeon’s mission from the start was to empower kids instead of recognizing them as passive viewers of television. Children today are using the media more and more as not only consumers, but as //producers// as well. The dynamic between children and the media is changing, which changes the relationship between multinational media conglomerates and current youth culture. Brands have slowly but surely become more important than the products themselves, and the line between youth experiences and the experiences sold to youth through branding is becoming blurred. Brand loyalty thus becomes a type of cultural affiliation with being a “Nick Kid” wherein children share current youth culture values. Nice point here! ====

====More networks and media conglomerates are learning how important the loyalty of a child audience is. Kids are believed to have the most market potential in comparison to other demographic groups. When Nickelodeon talks about “empowering” kids, they are not simply referring to the power of consumer choices, but also the **power of kids’ rebellion.** The “underdog” mentality is marketed to children in relation to their own specific relationships with adults. Despite the growing normalization of consumer behavior, there is still talk about the need to protect children from consumerism. Nickelodeons strategy to create and invisible boundary between children and adults functions as a way to rake in the profits and really distinguish he channel’s brand identity. For this network, both **the generation warfare that they promote** and their transgenerational address help to create the Nickelodeon “brand." ====

Good work here! Grade: A