It's A Girl Thing: Tween Queens and the Commodification of the Girl's Tween Market

A few years of research, thoughts and adjustments that all led to a completed film which, framed by the structure of a faux interactive website for tween girls, looks closely, and critically, at the tween market's evolution and the role of Disney and Nickelodeon's tween queens (Mary-Kate and Ashley Olsen, Britney Spears, Hilary Duff, Miley Cryus, Miranda Cosgrove, Kiki Palmer, Selena Gomez, and more) in the market's explosion.

Thursday, January 24, 2008

Friendship: What Girls Want (Part 1)

(link on above title to go to full media release from the Univ of South Australia site)


Girls tread a fine line between friendship and bullying

Girls’ peer relationships often tread a fine line between protective and aggressive or bullying behaviours when it comes to preserving friendships, a University of South Australia study shows.

Friendships and peer relations are very important to girls and many have the social intelligence to manipulate and use these friendships to their own advantage, sometimes using unfriendly and excluding behaviours, according to Dr Barbara Spears from UniSA’s School of Education.

Dr Spears has been undertaking research to explore girls’ understanding of their friendships and peer relationships, and the tension between the friendship and aggressive and bullying behaviours.

Almost 1000 middle school girls in years 6 to 9 from five single sex and two co-educational schools in metropolitan Adelaide participated in the study.

“In both school settings girls have a very idealised view of friendship, with positive elements such as acceptance, caring, sharing, loyalty, trust, honesty and kindness. These positive aspects bond the relationship, and sharing secrets and disclosing personal details are the cement that holds the friendship together.

“Girls also have a clear boundary about what friends don’t do – they don’t tell secrets, talk about someone behind their back, attack someone verbally, steal someone’s friend or take someone’s boyfriend,” Dr Spears said.

“When building friendships and consolidating them, girls often use behaviours that protect and preserve their friendship, like shutting others out who might be considered a threat to their friendship. But when a friendship falls over, information that was exclusively and intimately shared in the sanctity of the friendship often becomes the weapon that girls use against the former friend. They attack each other verbally, targeting their reputations and use the peer group to support their action. When the intent to harm the other girl comes into play, girls see it as bullying.

“While bullying is repeated and ongoing across all ages, the older girls are more aware that power is an aspect of bullying and they know how to use it.

“Girls understand very clearly that direct aggression is bullying but when it comes to indirect aggression, definitions and opinions are divided,” Dr Spears said.

“While 85 per cent of the girls said that getting others to gang up on someone was bullying, only 56 per cent said that shutting someone out of a group was bullying. Even more surprising, only 42 per cent of the girls thought that telling someone not to speak to a particular girl (deliberately excluding) was a bullying behaviour.

“When challenging their views on exclusion, the girls say they are only joking, and from their point of view they may be, but they are not considering the impact that their behaviour is having on the person who is being victimised,” Dr Spears said.

“Teachers should challenge that behaviour by asking the girls, ‘If you are only joking, who is laughing?’ and put the onus back on the girls to analyse what they are doing. These actions could shift attitudes and lead to change in the school group.

“The girls need to be taught skills in managing conflicts, that friendship is not ownership and conflict is a normal part of friendship. Ultimately, friendship and bullying are concerned with relationships, and so any solution must examine the interplay between the two.”

Tuesday, January 15, 2008

Its All About the Merchandising and Brilliant Marketing Strategies...but we knew that didn't we? Didn't we?




(click on title above to go to article)
Miley Cyrus pulls in the big bucks
By Joe Burris
Boston Sun Reporter
January 8, 2008

When Miley Cyrus' concert tour ends this month, the teen pop sensation will discover whether her meteoric rise to fame culminates in a payday that puts her earnings on a par with that of American Idol winner Carrie Underwood, Harry Potter series star Daniel Radcliffe, singer Avril Lavigne and other celebrities under 25.

Cyrus, better known as the star of the Disney original series Hannah Montana, might just be the hottest young entertainment figure today. Her accomplishments include a widely popular television show, two albums that have sold millions of copies, a merchandise line and a concert tour that's been a hotter draw than Bruce Springsteen's or the Rolling Stones'.

So why is she ranked 17th on Forbes' list of the 20 highest-paid celebrities under 25?

Much of that has to do with timing: The list examined artists' earnings from June 2006 to June 2007, and Cyrus' stardom has climbed steadily since.

She made $3.5 million during the period, just behind the supporting stars of the Harry Potter series, Rupert Grint and Emma Watson, as well as actress Dakota Fanning ($4 million each), but well behind Radcliffe (in sixth place with $15 million), Lavigne (eighth place with $12 million) and Underwood (11th place with $7 million).

"It's an amazing thing that we've reached a place in the entertainment industry where a 15-year-old Disney firecracker could outsell 'The Boss,' that the kid who plays Harry Potter could make more money in a year than Jennifer Aniston and Sandra Bullock," said Lea Goldman, senior editor of Forbes. "Kids are where it's at today. Tweens wield mighty, mighty power in the marketplace."

Like many others in entertainment, Cyrus is probably better known for her character's name, Hannah Montana, than her real name. However, the name "Hannah Montana" is owned by Disney, which controls all aspects of its use and pockets much of the earnings.

"Miley is unusual in that much of her earnings are under a Disney-owned brand, that of Hannah Montana," Goldman said. "This is a Disney property. That means Disney enjoys ownership of all the rights and royalties associated with the brand."

Syracuse popular culture professor Robert Thompson agrees.

"Miley Cyrus as Hannah Montana is the huge phenomenon it is, not because she's a brilliant actor or an extraordinary singer," he said. "The reason it is a phenomenon is because of the incredible industrial complex that Disney has in control. The way the concert was promoted, the handling of Hannah Montana is a phenomenon created out of a brilliant set of marketing strategies."

That's why the teen star whose full name is Destiny Hope Cyrus - Miley is a nickname - is known more as Hannah Montana. On her second music recording, a two-disc follow-up to her Hannah Montana soundtrack, Cyrus uses her full name on the second disc. Beyond that, her official Web site (mileyworld.com) and her live television appearances as herself, Cyrus is Hannah Montana to the public.

Goldman said that Disney is well aware that Hannah Montana would not exist without Cyrus, "and she is well-compensated. But Miley wouldn't be Miley without Hannah."

Surely she wouldn't be at the center of a concert tour that has sold out nationwide in minutes, leaving anxious parents scrambling for tickets that are now being scalped at more than 20 times face value.

Not bad for a star whose TV show debuted in March 2006. Her first album, the Hannah Montana soundtrack, was released seven months later, debuting at the top of the Billboard Hot 200 chart. Her two-disc second album pretty much acknowledges that the real girl is lesser known than her TV persona: Hannah Montana, Vol. 2: Meet Miley Cyrus. That album also debuted at the top of the Billboard Hot 200 after its release in June.

Her 69-venue concert began in October. Forbes' Goldman and others say that her income will increase significantly once tour revenues are tabulated. She added that having a hit show on a cable network like Disney "isn't on par of the pay scale with, say starring in a hit series on NBC."

The highest-paid entertainers on the Forbes list are the 21-year-old twins Mary Kate and Ashley Olsen ($17 million each), who fashioned a multimillion-dollar empire by appearing on television since infancy, then added a popular film series as well as a clothing line.

Today, they're scarcely known for their acting, having made millions merchandising their image. They also own Dualstar Entertainment Group, which makes movies, video games and hair-care products. Forbes listed them 11th among the top 20 richest women in entertainment, with a net worth of $100 million.

Thompson said that even if Cyrus is always most well-known as Hannah Montana, she can still branch out and continue to have a lucrative career. He pointed to Montana's predecessor on the Disney star throne, Hilary Duff, who was once synonymous with the character she played on the Disney show Lizzie McGuire. She has since had a successful career as an actress and singer, enough to place seventh on the Forbes list with $12 million.

"If I had to bet on which star would succeed beyond her character, between Miley of Hannah Montana and James Gandolfini escaping the Tony Soprano character of The Sopranos, I'd put my money on Cyrus," Thompson said.

joseph.burris@baltsun.com

Monday, January 07, 2008

Buying Into Sexy: The Sexing Up Of Tweens


(click on title above for full article)

When you were nine, what did you want? A Barbie doll? A train set?

These days, young boys and girls are hungry for something else: padded bras and flirting tips, video games with bikini-clad babes and music videos that feature plenty of sexual innuendo.

Sex has always sold, but now it’s children that are buying. Tweens, kids aged eight to 14, are a hot target for companies. And now more than ever, sex is being used to get their dollars.

Tweens are being bombarded with sexy images by the makers of clothes, toys, video games, music videos -- all aimed at getting this freshly- coveted demographic to buy, buy and buy some more.