Children's Media-referenced Games: The Lived Culture of Consumer Texts on a School Playground

This article analyses empirical data including observations, videos and interviews from an ethnographic study of a multilingual, multiethnic school playground in London, UK. The analysis examines social uses of media references in playground games, drawing on literature in the field of consumer culture. The main argument is that children's consumer culture is constituted on the playground within media-referenced play through a combination of creating distinctions and building affiliations. The article addresses a gap in the literature in the fields of sociology and anthropology of consumer culture which largely construct children's consumer culture as exceptional to or derived from adult consumer culture.