Abstract
In marketing circles the label ‘tween’ speak volumes. Not surprisingly though as the 9–14-year-old girls targeted by this consumer-media market are responsible for $ billions in global sales. This gendered phenomenon has created a fantasy world where ‘girlness’ is inherently entwined with consumption ,and the prodigious nature of tween girl culture has created the perception that the marketing persona of tween exists beyond its commercial entity. In this chapter I introduce 13 pre-teen girls as I explore the emergence of tween girl culture and consider how the consumer-media targets the desires of pre-teen girls. I consider the ambiguous place of in-betweenness the girls inhabit, no longer identifying themselves as children but not yet teenagers. The significance of belonging for these girls is introduced as I consider the social meaning behind the girls’ consumption activities. Pugh’s (2009) concept, the ‘economy of dignity’ enables me to consider how pre-teen girls’ meaning making is considered and negotiated in their own local, social worlds.
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