Abstract

CUERVO-MONTOYA, Edisson  and  GIRALDO-URREGO, Laura María. Children and capitalist curriculum: the case of Divercity. Rev.latinoam.cienc.soc.niñez juv [online]. 2020, vol.18, n.3, pp.24-48. ISSN 1692-715X.  https://doi.org/10.11600/1692715x.18302.

In Colombia, an educational business model focuses its interest on children as a niche for clients, ensuring profitability in two ways: offering services that include children's entertainment and educational processes, and, through loyalty to commercial brands, role-playing games that aim to educate them for the «real world». This paper presents theoretical-critical reflections on Divercity using a document analysis strategy, highlighting its intentions and formative practices, identifying curricular components and configuring these using an ideological-economic point of view. The results demonstrate the growing activity of instructive consumption for children in shopping malls. The authors conclude that Divercity consolidates the initial mimesis processes of adult consumption and promotes loyalty to the featured brands.

Keywords : Childhood; curriculum; consumption; education; markets.

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