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...Hello Kitty is not as innocent as she appears, and it is her very innocuousness that conceals her power. Her efficacy, influence, and impact derive from her plainness, simplicity, and artlessness - a contagion of consumerism grounded in her looks of sincerity, openness, and innocence. Her quietude generates dynamism, a feverish activity of consumption spun from a placid disposition that lacks even a smile...
- McVeigh, Brian (2000) 'How Hello Kitty Commodifies the Cute, Cool and Camp: 'Consumutopia' versus 'Control' in Japan' Journal of Material Culture, Vol. 5, No. 2, 225-245