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Soak Up The Goodness: Discourses Of Australian Childhoods On Television Advertisements, 2006-2012, Christopher Drew
Childhood is represented on Australian television advertising so frequently as to be commonplace. Traversing childhood, cultural and media studies disciplines, this thesis works to disrupt and unsettle taken for granted and exclusionary cultural assumptions about childhood that emerge through contemporary television advertisements. I conduct social semiotic and discourse analyses across a corpus of 330 advertisements spanning 2006 to 2012, considering the ways the Australian childhood subject is discursively produced through the advertisements. The television advertisements are found to construct Australian childhood subjectivities in ways that are limiting in terms of race, space, gender and social class. Considering the role of ...