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PurposeThis paper seeks to conceptualize the field of child and teen consumption as a system of social practices at the cross roads of six strongly intermingled subsystems covering social, institutional, technological, narrative, economic, and political stakes. Children's and teens' consumption is shaped and transformed by a mix of managerial action, public policy, cycles of technological change, the evolution of related institutions like parenthood and schooling, changing cultural references, values, modes of socialization as well as by the actions of children and teens themselves.Design/methodology/approachWithin such a framework, child and teen consumption appears as a complex arena of competing moral and ideological perspectives. In such a volatile context, forms of resistance to ideologies of unending consumption emerge, continuously calling into question the responsibility of business for unwanted long‐term effects.FindingsThe five papers included in this special issue shed light on the complexities of marketing to children by successively exploring the contradictions within the individual, managerial, professional, corporate, and institutional levels. As a direct consequence, the notions of "corporate social responsibility" and "corporate social responsiveness" towards childhood are also constantly evolving concepts which are quite difficult to grasp.Originality/valueThe paper attempts to design a transformative research agenda to promote socially responsible marketing practices and ethically embedded theoretical frameworks. It also stands as an invitation to deepen the indispensable dialogue – albeit often demanding for both sides – between marketing practitioners and social scientists aimed at constantly redefining the moving outline of corporate social responsibility in contemporary children‐oriented markets.

This e-book of Society and Business Review, composed of five papers, combines empirically grounded studies as well as more theoretically-oriented discussions, with the specific intent of addressing ethical stakes, managerial problems and profound contradictions involved with promoting child and teen consumption in Western societies. Each article sheds light on the complexities of marketing to children by successively exploring the contradictions within the individual, managerial, professional, corporate, and institutional levels. Together, they offer a comprehensive picture of the operational

International audience ; If museums adapt their exhibitions to school audiences by designing guided or interactive tours, as well as organising creation and expression workshops, welcoming families, in the context of a normal visit, still raises many questions, as very few studies focus on the expectations of families with children aged 8 to 12 when visiting a museum. Research carried out at the Musée de la Bande Dessinée in Angoulême allowed us to discover the contrast between school visits, often very popular, compared to family visits, often tedious and disappointing, which is damaging for the image of the museum on the Internet. Our reflection of what's on offer at the Musée de la BD led to the creation of a social and semiotic theoretical framework combining different forms of mediation — through the museum, the parents and technology — in order to suggest a joint museum experience between parents and children that would strengthen family ties. ; Si les musées adaptent leur offre aux publics scolaires en concevant des visites gui-dées ou interactives, des ateliers de création et d'expression, la politique d'accueil des familles dans le cadre d'une visite libre soulève encore de nombreuses interrogations car peu d'études s'intéressent aux attentes des familles avec enfants de 8 à 12 ans qui effectuent une visite libre d'un musée. Une recherche menée au sein du Musée de la Bande Dessinée d'Angoulême, nous a permis de découvrir la situation contrastée des visites scolaires, très appréciées, par rapport aux visites familiales libres, cruel-lement décevantes et dommageables pour l'image du musée sur Internet. La réflexion sur l'offre du musée de la BD a conduit à l'élaboration d'un cadre théorique de nature sociosémiotique, enchâssant différentes formes de médiation — muséale, paren-tale et technologique — pour étayer une expérience muséale conjointe entre parents et enfants qui renforce les liens familiaux.

International audience ; If museums adapt their exhibitions to school audiences by designing guided or interactive tours, as well as organising creation and expression workshops, welcoming families, in the context of a normal visit, still raises many questions, as very few studies focus on the expectations of families with children aged 8 to 12 when visiting a museum. Research carried out at the Musée de la Bande Dessinée in Angoulême allowed us to discover the contrast between school visits, often very popular, compared to family visits, often tedious and disappointing, which is damaging for the image of the museum on the Internet. Our reflection of what's on offer at the Musée de la BD led to the creation of a social and semiotic theoretical framework combining different forms of mediation — through the museum, the parents and technology — in order to suggest a joint museum experience between parents and children that would strengthen family ties. ; Si les musées adaptent leur offre aux publics scolaires en concevant des visites gui-dées ou interactives, des ateliers de création et d'expression, la politique d'accueil des familles dans le cadre d'une visite libre soulève encore de nombreuses interrogations car peu d'études s'intéressent aux attentes des familles avec enfants de 8 à 12 ans qui effectuent une visite libre d'un musée. Une recherche menée au sein du Musée de la Bande Dessinée d'Angoulême, nous a permis de découvrir la situation contrastée des visites scolaires, très appréciées, par rapport aux visites familiales libres, cruel-lement décevantes et dommageables pour l'image du musée sur Internet. La réflexion sur l'offre du musée de la BD a conduit à l'élaboration d'un cadre théorique de nature sociosémiotique, enchâssant différentes formes de médiation — muséale, paren-tale et technologique — pour étayer une expérience muséale conjointe entre parents et enfants qui renforce les liens familiaux.

International audience ; If museums adapt their exhibitions to school audiences by designing guided or interactive tours, as well as organising creation and expression workshops, welcoming families, in the context of a normal visit, still raises many questions, as very few studies focus on the expectations of families with children aged 8 to 12 when visiting a museum. Research carried out at the Musée de la Bande Dessinée in Angoulême allowed us to discover the contrast between school visits, often very popular, compared to family visits, often tedious and disappointing, which is damaging for the image of the museum on the Internet. Our reflection of what's on offer at the Musée de la BD led to the creation of a social and semiotic theoretical framework combining different forms of mediation — through the museum, the parents and technology — in order to suggest a joint museum experience between parents and children that would strengthen family ties. ; Si les musées adaptent leur offre aux publics scolaires en concevant des visites gui-dées ou interactives, des ateliers de création et d'expression, la politique d'accueil des familles dans le cadre d'une visite libre soulève encore de nombreuses interrogations car peu d'études s'intéressent aux attentes des familles avec enfants de 8 à 12 ans qui effectuent une visite libre d'un musée. Une recherche menée au sein du Musée de la Bande Dessinée d'Angoulême, nous a permis de découvrir la situation contrastée des visites scolaires, très appréciées, par rapport aux visites familiales libres, cruel-lement décevantes et dommageables pour l'image du musée sur Internet. La réflexion sur l'offre du musée de la BD a conduit à l'élaboration d'un cadre théorique de nature sociosémiotique, enchâssant différentes formes de médiation — muséale, paren-tale et technologique — pour étayer une expérience muséale conjointe entre parents et enfants qui renforce les liens familiaux.

International audience ; If museums adapt their exhibitions to school audiences by designing guided or interactive tours, as well as organising creation and expression workshops, welcoming families, in the context of a normal visit, still raises many questions, as very few studies focus on the expectations of families with children aged 8 to 12 when visiting a museum. Research carried out at the Musée de la Bande Dessinée in Angoulême allowed us to discover the contrast between school visits, often very popular, compared to family visits, often tedious and disappointing, which is damaging for the image of the museum on the Internet. Our reflection of what's on offer at the Musée de la BD led to the creation of a social and semiotic theoretical framework combining different forms of mediation — through the museum, the parents and technology — in order to suggest a joint museum experience between parents and children that would strengthen family ties. ; Si les musées adaptent leur offre aux publics scolaires en concevant des visites gui-dées ou interactives, des ateliers de création et d'expression, la politique d'accueil des familles dans le cadre d'une visite libre soulève encore de nombreuses interrogations car peu d'études s'intéressent aux attentes des familles avec enfants de 8 à 12 ans qui effectuent une visite libre d'un musée. Une recherche menée au sein du Musée de la Bande Dessinée d'Angoulême, nous a permis de découvrir la situation contrastée des visites scolaires, très appréciées, par rapport aux visites familiales libres, cruel-lement décevantes et dommageables pour l'image du musée sur Internet. La réflexion sur l'offre du musée de la BD a conduit à l'élaboration d'un cadre théorique de nature sociosémiotique, enchâssant différentes formes de médiation — muséale, paren-tale et technologique — pour étayer une expérience muséale conjointe entre parents et enfants qui renforce les liens familiaux.

Purpose
– The case of corporations establishing a relationship with young people – because of the moral responsibility involved – allows us to illustrate the complexities of trying to decide what is morally correct to collectively ensure children's well-being. This paper aims to discuss these issues.


Design/methodology/approach
– Applying the "stakeholder theory" to child industries – under which term this paper includes all business activities that establish a commercial relationship involving children, either as the recipient or user of the final product or beneficiary of a specific service, or as a co-decision-maker for purchases within his/her family or social circles – reveals a series of conceptual challenges...


Findings
– The limited understanding of stakeholder theory within the CSR managerial perspective leads companies to overlook some important moral issues about children's well-being, and exposes them to particularly hard criticisms of their actions and marketing policies.


Research limitations/implications
– If children have been overlooked by the stakeholder theory, how may the interests of youth be represented in a stakeholder perspective?


Practical implications
– To deal with some of the dilemmas entailed by considering children's representatives as legitimate spokespersons, the paper suggests drawing on the ethics of care to attempt delineating a corporate social responsibility towards young people.


Originality/value
– This paper emphasises a number of issues relevant to young consumers, including the absence of children in stakeholder theory and how that absence speaks to the presumed extent and boundaries of corporate social responsibility.

Purpose– This article aims to highlight the need to explore the concept of social responsibility at the very heart of research activity. Questioning the social responsibility of research activities in management provides the opportunity to take a fresh look at the criteria used to assess its usefulness.Design/methodology/approach– Drawing on a secondary analysis of a longitudinal research process, this paper emphasizes the importance of achieving an ongoing co-monitoring of the issues about social responsibility involved in research.Findings– This reflection leads to a first characterization of two key dimensions of the societal responsibility of researchers in management: their professional responsibility and their institutional responsibility.Research limitations/implications– It is meant to encourage researchers to design a relevant instrumentation to help them negotiate, make explicit and co-monitor the issues of social responsibility involved in their empirical investigations as well as in their theoretical elaborations.Social implications– As research projects are socially situated activities, always infused with values and ideologies, it is crucial that researchers reflect upon the axiology guiding their empirical and theoretical work.Originality/value– In order to achieve an ongoing co-monitoring of the issues about social responsibility involved in management research, the article suggests a heuristic deviated use of the balanced scorecard.

Cover -- Copyright information -- Contents -- General introduction -- Part 1 Children as prosumers: Moving borders around children's social value and emerging ethical issues -- 1 Forecasting through the rear-view mirror: Ethical storm clouds over children's cultural industries -- 1. The censoring of modern childhood: The ethos of curation -- 2. Libraries and books: The specter of censorship -- 3. Commercialization of TV culture: The ethos of limited exposure -- 5. Back to the future II: The emerging ethos of commercial trans-mediation -- References -- 2 Entertainment or advertising? YouTube channels displaying content created by kids -- 1. Aspects relating to misleading advertising under consumer law -- 1.1. Youth influencer videos and the regulation of advertising to minors -- 1.2. Videos by young influencers and the rules of self-regulation of advertising practices -- 1.3. Complaints and request about deceptive practices of influencer marketing -- 2. Aspects related to targeted advertising with regard to personal data law -- 2.1. Videos of young influencers and the regulation of personal data -- 2.1.1. In the United States: The Children's Online Privacy Protection Act -- 2.1.2. In Europe: Specific rules for minors within the GDPR -- 2.2. YouTube practices challenged by the FTC -- 2.3. A form of "forced self-regulation" imposed on YouTube by the FTC -- 2.4. From child participation to child labor -- The playbor of the child influencer -- References -- 3 Superfans and evangelizers: Young people's creative entanglements with promotional culture -- 1. Superfan -- 2. "Work for free" -- 3. Evangelize -- References -- 4 Masterpiece: Thinking about children and creative industries with values -- 1. Values in creative industries -- 2. Valuation studies -- 3. Introducing the case -- 4. Making the masterpiece -- 5. Prosumption and creative co-production.

This explorative and qualitative paper analyzes how risk and anxiety are socially constructed and interlinked with mothering in advertising. Through an analysis of how risk and anxiety appear in Danonino™ commercials from 2001-07, the focus is on how commercial communications both enact and co-generate these social constructions. With a point of departure in a literature review of motherhood, anxiety, food, and advertising, this analysis is based on 167 advertisements for the Danonino brand, broadcast in five European countries, and uses Hetzel's concept of "tensive rhetorics." Our findings show that in the European commercials for the Danonino brand, five kinds of anxieties are dealt with: anxieties linked to the responsibility for providing healthy food to support a child's physical growth; anxieties associated with the responsibility for providing appropriate nutrients to foster a child's intellectual development; anxieties linked to the social exclusion of a child from his/her peer group; anxieties raised due to repeated conflicts about food intake that may threaten family bonding relationships and mothers' anxiety for not being present enough for the child due to their own busy schedules. While these themes appear in all examined contexts, some are more prevalent in some markets than others, and the ways these anxieties are staged differ from context to context. The commercials first emphasize risk in culturally relevant situations and afterwards offer resolutions to recreate mothers' peace of mind.