Review of: Kerstin Böhm: Archaisierung und Pinkifizierung. Mythen von Männlichkeit und Weiblichkeit in der Kinder- und Jugendliteratur. Bielefeld: transcript Verlag 2017.
DOI:
https://doi.org/10.14766/1238Keywords:
Mädchen, Jungen, Kinder, Männlichkeit, Literatur, Medien, Jugend, Geschlecht, GenderAbstract
Germanist Kerstin Böhm uses the example of two book series for young adults to research medial development tendencies which influence each other: on the one hand, the market for children and young adult literature is structurally changing due to the growing presence of multimedia. Hardly any bestseller is published solely in book form, very often accompanying audio, audiovisual or graphic products are supplied additionally. On the other hand, this is accompanied out of marketing purposes by an aggressive gendered targeting which aims at clearly recognizable target groups through the use of stereotypes, marketing strategies, and gender based myths for an increase in commercial exploitability.
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