ABSTRACT
Commercial culture intertwines intimately with children’s digital media practices. Drawing upon ethnographic fieldwork investigating children’s everyday media practices, this chapter explores children’s enrolment in digital consumer culture, examining children’s knowledge about media consumption. The analyses reveal how children use the principles and rules that characterise different online activities as a resource to demonstrate their position in relation to other children and to construct and reconstruct identities. The examples highlight how consumption is not separate from a child’s world but is a part of how society and its norms and values work.
