branding+identity-+mark+robinson

Mark Robinson Nickelodeon’s persuasive communication skill that supports the networks’ branding strategies is based off the political fundamentals of rights, respect, security, and liberty. When the standards of rights and empowerment are equally understood on the level of a commercial brand, the two realms of social life are not necessarily distinct and oppositional. There is a basic misunderstanding between the idea of children being citizens or consumers. The everyday media children consume is used as a medium in creating their political self identities as their consumer identities. Cultural awareness about advertising to a young audience, and teaching a young audience to be “little consumers” has been based on a child exploitation, specific age programming, and purchasing power of young teens. Nickelodeons answer to these specific concerns of interest was positioning itself as an individual network that rejects all conventional forms of child advertising. The appreciation Nickelodeon has for its child viewers is based on servicing and selling trends and values in correspondence to specified age categories and them profiting off the income. Therefore, this sense of respect becomes a form of empowerment for child media viewers. Through Nickelodeons viewpoint, creating its own network is done as a cultural right. So then, these cultural rights are changed into market share and viewer purchasing power.