Young Voices, New Qualities? Children Reviewers as Vernacular Reviewers of Cultural Products

  • Maarit JaakkolaEmail author


As a consequence of the decentralization and democratization of content production, even reviews have started being produced by ordinary citizens and consumers. In this context, young children present an entirely new group of reviewers that has been previously excluded in the previous, institutionalized traditions of reviewing. This chapter examines children, from toddlers to 12-year-olds, as producers and co-producers of online reviews in two vernacular reviewer-type categories, professional amateurs and consumer reviewers. These categories are embedded in a wider context of institutionalized and non-institutionalized reviewing and discussed in terms of the children’s roles in producing criticism. It is observed that children most typically occur as co-producers, supported by active parents, whose actions guide the reviewing to a large extent. In their reviewer roles, children are anchored in both aesthetic or non-profit and commercial contexts. It is suggested that the emergence of public child reviewers may, at least in theory, contribute to a situation where young voices that were previously ignored in discussions concerning cultural objects in the public sphere become better heard, supporting discourses and practices of more child-oriented citizenship and consumership.


Review Vernacular creativity User-generated content Children 


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© The Author(s) 2021

Authors and Affiliations

  1. 1.University of GothenburgGothenburgSweden

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