Jyotsna Kapur

"This book is a welcome addition to the literature on children and the media, and a most stimulating application of social theory to questions of the child in contemporary film and consumer culture."—Ellen Seiter, author of The Internet Playground: Children's Access, Entertainment and Mis-Education Since the 1980s, a peculiar paradox has evolved in American film. Hollywood's children have grown up, and the adults are looking and behaving more and more like children. In popular films such as Harry Potter, Toy Story, Pocahantas, Home Alone, and Jumanji, it is the children who are clever, savvy, and self-sufficient while the adults are often portrayed as bumbling and ineffective. Is this transformation of children into "little adults" an invention of Hollywood or a product of changing cultural definitions more broadly? In Coining for Capital, Jyostna Kapur explores the evolution of the concept of childhood from its portrayal in the eighteenth century as a pure, innocent, and idyllic state—the opposite of adulthood—to its expression today as a mere variation of adulthood, complete with characteristics of sophistication, temptation, and corruption. Kapur argues that this change in definition is not a media effect, but rather a structural feature of a deeply consumer-driven society. Providing a new and timely perspective on the current widespread alarm over the loss of childhood, Coining for Capital concludes that our present moment is in fact one of hope and despair. As children are fortunately shedding false definitions of proscribed innocence both in film and in life, they must now also learn to navigate a deeply inequitable, antagonistic, and consumer-driven society of which they are both a part and a target.

Movies, Marketing, and the Transformation of Childhood

Coining for Capital

Since the 1980s, a peculiar paradox has evolved in American film. Hollywood’s children have grown up, and the adults are looking and behaving more and more like children. In popular films such as Harry Potter, Toy Story, Pocahantas, Home Alone, and Jumanji, it is the children who are clever, savvy, and self-sufficient while the adults are often portrayed as bumbling and ineffective. Is this transformation of children into "little adults" an invention of Hollywood or a product of changing cultural definitions more broadly? In Coining for Capital, Jyostna Kapur explores the evolution of the concept of childhood from its portrayal in the eighteenth century as a pure, innocent, and idyllic state—the opposite of adulthood—to its expression today as a mere variation of adulthood, complete with characteristics of sophistication, temptation, and corruption. Kapur argues that this change in definition is not a media effect, but rather a structural feature of a deeply consumer-driven society. Providing a new and timely perspective on the current widespread alarm over the loss of childhood, Coining for Capital concludes that our present moment is in fact one of hope and despair. As children are fortunately shedding false definitions of proscribed innocence both in film and in life, they must now also learn to navigate a deeply inequitable, antagonistic, and consumer-driven society of which they are both a part and a target.

Keith B. Wagner

In cinema studies today, rarely do we find a direct investigation into the culture of capitalism and how it has been refracted and fabricated in global cinema production under neoliberalism. However, the current economic crisis and the subsequent Wall Street bailout in 2008 have brought about a worldwide skepticism regarding the last four decades of economic restructuring and the culture that has accompanied it. In this edited volume, an international ensemble of scholars looks at neoliberalism, both as culture and political economy, in the various cinemas of the world. In essays encompassing the cinemas of Asia, Africa, Latin America, Europe, and the United States the authors outline how the culture and subjectivities engendered by neoliberalism have been variously performed, contested, and reinforced in these cinemas. The premise of this book is that the cultural and economic logic of neoliberalism, i.e., the radical financialization and market-driven calculations, of all facets of society are symptoms best understood by Marxist theory and its analysis of the central antagonisms and contradictions of capital. Taking a variety of approaches, ranging from political economy, ideological critique, the intersection of aesthetics and politics, social history and critical-cultural theory, this volume offers a fresh, broad-based Marxist analysis of contemporary film/media. Topics include: the global albeit antagonistic nature of neoliberal culture; the search for a new aesthetic and documentary language; the contestation between labor and capital in cultural producion; the political economy of hollywood, and questions of gender, sexuality, and the nation state in relation to neoliberalism.

Jyotsna Kapur

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