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Narcissistic Parenting in an Insecure WorldA History of Parenting Culture 1920s to Present$
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Harry Hendrick

Print publication date: 2016

Print ISBN-13: 9781447322559

Published to Policy Press Scholarship Online: May 2017

DOI: 10.1332/policypress/9781447322559.001.0001

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The New Labour era, and beyond: narcissism comes of age

The New Labour era, and beyond: narcissism comes of age

(p.259) Eight The New Labour era, and beyond: narcissism comes of age
Narcissistic Parenting in an Insecure World

Harry Hendrick

Policy Press

After describing New Labour's use of 'the child' as a form of human capital in social investment, and its penal ASBO programme as a breeding ground for childism, the chapter focuses on the government's innovatory ideal of disciplinary governance, encoded in neoliberal practice, to explain how, with reference to parent education, the behavioural approach to child-rearing grew to be regarded as normal and natural. The chapter discusses Supernanny, the reality television show, as an example of how, through the principles of narcissism, behaviourism and childism were popularised. The chapter argues that the effect of the neoliberal parenting industry on parent-child relations has been to negate the 'unconditional' in parental love in preference to a managerial and contractual approach that epitomises the general principles of neoliberalism and the specifics of the narcissistic temperament.

Keywords:   New Labour, ASBO, childism, Supernanny, behavioural, child-rearing, neoliberal, narcissism

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