| Review | Journal of Social History, 40.2

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| Review | Journal of Social History, 40.2 | The History Cooperative

REVIEWS

Coining for Capital: Movies, Marketing, and the Transformation of Childhood. By Jyotsna Kapur (New Brunswick, N.J.: Rutgers University Press, 2005. ix plus 196 pp.).

Movies, even the most innocuous G-rated children's films, are anything but innocent entertainment. Movies are educators with enormous power to evoke emotions and shape meanings, attitudes, and perceptions. Movies are also potent psychological documents that give expression to individual and social anxieties and desires, and sociological texts that reflect and shape shifts in behavior. Because films have multiple authors and producers, movies necessarily contain multiple and often conflicting themes.

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