|Editor||A. Ross, Citizenship Education: Europe and the World|
This paper examines how changing customs satisfy human requirements. Rapid global processes have created new social and cultural environments: the market has become a new educator for the child. In a consumer oriented society education for consumer knowledge and the rules of the market are of central importance. This paper considers theories of children’s consumer learning. Learning for active citizenship may help understand aggressive market behaviour. Human capital theory assumptions about citizenship education and consumption are based on adult learning about unfamiliar consumption rather than child learning. Post-modern entrepreneurs see children as opportunities to expand markets, and now define commodities as beneficial/functional for children and construct children as persons who have the wherewithal and the right to desire and consume goods.