Abstract:

This paper discusses the challenges facing education in the present, given the growing process of commodification of childhood by the consumer society. From the presentation of key concepts as alienation, competition, consumption and new electronic media, elements that shape social relations of contemporary society, the paper firstly discusses the process of reification as a social phenomenon leading to the building a society dominated by the production and distribution of goods. Secondly the analysis is focused on school as an important locus of production and reproduction of market forces and the constant process of education becoming a commodity. The new media are then analyzed as an essential tool in this new phase of development of productive forces, when some alternatives are discussed to face this phenomenon by the school, among them the need for ongoing investments in critical and reflective skills of the students, seen as the only effective instrument against the alienation process. The article then analyzes the need for professionals within the school able to interact in this work, as well as the importance of integration of the whole school community in a political pedagogical project aimed at this purpose.

Keywords:

Political pedagogical project, commodification of childhood.