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

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, Vol. 15 No. 3, pp. 239-250. https://doi.org/10.1108/YC-10-2013-00409