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In order to investigate how online activities and digital cultures mediate\udchildren’s socialisation to consumer culture, this paper discusses the findings of a research\udproject on online games for tweens which focus on fashion. Popular websites for girls\udinclude a variety of games centred on fashion; these are mainly paper dolls sites, which\udengage girls in a drag and drop activity of clothes and fashion items on sexualised bodies,\udat times of celebrities. Some reproduce fashion and beauty ideals in settings such as catwalks, hairstyle and beauty saloons, etc. Others, such as Stardoll.com, offer more complex\udenvironments, integrating dressing up activities with the creation of an online persona,\udcombined with social networking. Drawing on analysis of online dress up games and\udwebsites, and a set of group interviews with young girls aged 9-13, the paper explores\udhow tweens engage with these games and, more generally, how they appropriate, negotiate and resist consumer culture through the practice of dressing up themselves and their\udonline personas. The aim of the paper is therefore threefold: 1) reconstruct the meanings\udand uses of online paper dolls websites, and their symbolic value in everyday interactions;\ud2) investigate how these games contribute to shape young girls’ engagement with digital\udcultures, consumer and celebrity culture; and 3) understand how stereotyped representations of young girls as consumers circulated in media, consumer and celebrity culture are\udsocially made sense of by tweens in their peer culture

Dress up and what else? Girls' online gaming, media cultures and consumer culture