ABSTRACT
Many will argue that the negotiating position of children within the family has augmented. Children are listened to and have a say in contrast to the more remote relations between the generations in previous times (Hendrick 1997). In mass media the negotiating power of children is frequently portrayed as a problem. Indeed children are depicted as greedy, demanding consumers. Concern is surfacing over fading discipline and exhausted parents doing their best to satisfy their children’s neverending demands.
