September 17, 2021 Book section Open Access

Archer, Catherine; Leaver, Tama

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{
  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "description": "<p>The Elf on the Shelf (EotS) has become &ndash; as well as being a best-selling book and toy of the same name &ndash; a cultural phenomenon. As a Christmas tradition, the EotS only dates back to 2005, but has quickly gained hold in homes across the world. For the marketers of EotS, it&rsquo;s also a huge money-spinner, earning millions worldwide. Originally self-published as a book by a retired teacher in 2005, the EotS book now sells with an EotS toy who sits on the shelf and, according to its story, reports back to Santa any &lsquo;naughty or nice&rsquo; behaviour of the resident children. The EotS resides in many homes and schools pre-Christmas, giving parents and teachers leverage in the lead up to Christmas with the ostensible aim of moderating children&rsquo;s behaviour (making them &lsquo;nice&rsquo;). EotS can also be viewed as a more sinister societal surveillance tool, normalising the &lsquo;panopticon&rsquo; and making parents complicit with the concept of omnipresent spying (Foucault, 1979). While &lsquo;magical&rsquo; rather than technological, EotS can nevertheless be seen as normalising and promoting a parentally-endorsed surveillance (and consumer) culture. Simultaneously, the EotS also has become both a chore and a source of fun for parents of Santa believers globally, as parents (mostly mothers) each night change the Elf&rsquo;s location and position.</p>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "Murdoch University", 
      "@id": "https://orcid.org/0000-0003-3710-0999", 
      "@type": "Person", 
      "name": "Archer, Catherine"
    }, 
    {
      "affiliation": "Curtin University", 
      "@id": "https://orcid.org/0000-0002-4065-4725", 
      "@type": "Person", 
      "name": "Leaver, Tama"
    }
  ], 
  "headline": "Santa's Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitising a Childhood Phenomenon", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2021-09-17", 
  "url": "https://zenodo.org/record/5513584", 
  "keywords": [
    "surveillance", 
    "early childhood", 
    "play"
  ], 
  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.1007/978-3-030-65916-5_22", 
  "@id": "https://doi.org/10.1007/978-3-030-65916-5_22", 
  "@type": "ScholarlyArticle", 
  "name": "Santa's Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitising a Childhood Phenomenon"
}