September 17, 2021 Book section Open Access

Archer, Catherine; Leaver, Tama

MARC21 XML Export

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    <subfield code="a">This is a preprint of the chapter Archer, C., &amp;amp; Leaver, T. (2021). Santa's Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitis-ing a Childhood Phenomenon. In D. Holloway, M. Willson, K. Murcia, C. Archer, &amp;amp; F. Stoc-co (Eds.), Young Children's Rights in a Digital World: Play, Design and Practice (pp. 299–312). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-65916-5_22</subfield>
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    <subfield code="a">&lt;p&gt;The Elf on the Shelf (EotS) has become &amp;ndash; as well as being a best-selling book and toy of the same name &amp;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&amp;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 &amp;lsquo;naughty or nice&amp;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&amp;rsquo;s behaviour (making them &amp;lsquo;nice&amp;rsquo;). EotS can also be viewed as a more sinister societal surveillance tool, normalising the &amp;lsquo;panopticon&amp;rsquo; and making parents complicit with the concept of omnipresent spying (Foucault, 1979). While &amp;lsquo;magical&amp;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&amp;rsquo;s location and position.&lt;/p&gt;</subfield>
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