Selling infant safety: entanglements of childhood preciousness, vulnerability and unpredictability

Martens, Lydia

Abstract

Purpose
This paper aims to examine, through a focus on the practice of child caring, how three qualities of childhood preciousness, vulnerability and unpredictability, are nurtured by being brought together as rationales for product re-design, innovation and diversification. The new parent of today is confronted with a myriad of products that are designed to “safeguard”, “guide” and “monitor” the young child and ensure its well-being.

Design/methodology/approach
The paper draws on research into the organisation of encounter platforms that serve as communication forums for commercial practitioners and child carers, and includes insights derived from fieldwork and a cultural content analysis of the British retailer Mothercare, consumer exhibitions and brand–product websites.

Findings
After providing a brief outline of the research on which this paper draws, the author present three ways in which child safety is present in the market that caters for young children and their care. This is followed by a discussion of two case studies, which respectively expand on how vulnerability and unpredictability are nurtured in commercial narratives.

Originality/value
The author concludes by drawing out the implications of the risk-averse culture, which this creates.

Citation

Martens, L. (2014). Selling infant safety: entanglements of childhood preciousness, vulnerability and unpredictability. Young Consumers: Insight and Ideas for Responsible Marketers, 15(3), 239-250. https://doi.org/10.1108/yc-10-2013-00409

• Journal Article Type: Article
• Acceptance Date: Nov 13, 2013
• Publication Date: Aug 12, 2014
• Deposit Date: Jun 7, 2023
• Journal: Young Consumers
• Print ISSN: 1747-3616
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 15
• Issue: 3
• Pages: 239-250
• DOI: https://doi.org/10.1108/yc-10-2013-00409
• Keywords: Life-span and Life-course Studies; Economics, Econometrics and Finance (miscellaneous); Child caring; Childhood unpredictability; Childhood vulnerability; Infant safety; Preciousness