Born to buy. The socialization of young consumers

The aim of this essay is to analyse how children are socialized as consumers by retail areas. It draws on the tradition in media studies that focuses on advertising aimed at young consumers, supplementing it with the socialization strategies established in the same sales areas. The background to the study is provided by reflections about the evolution of these outlets and the convergence towards the recreational model, and considerations regarding the implosion of senses and functions both in the shopping experience and the places where it is carried out.