This article analyses child development "as text" to highlight newly emerging contemporary tropes of northern, normalized childhoods in relation to gender, racialization and familial organization. A recent UK marketing campaign for the washing powder Persil is analysed for the ways it mobilizes discourses of childhood and child rights.…

This article explores political ambiguities surrounding the mutual implication between technology and subjectivity, through the analysis of recent cultural texts about childhood. These ambiguities are shown to rely upon the mobilisation of memory and assume specific gendered forms. The appeal to the past figured by the child is also shown to…