Thesis (M.A.) - Carleton University, 2001. / Includes bibliographical references (p. 119-125. Also available in electronic format on the Internet.

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This thesis focuses on the emergence of the teenaged consumer as a market segment in Canada during the 1930s, 1940s, and 1950s. It challenges the notion that teenagers were of little interest to retailers until economics and demographics shaped the more numerous and prosperous post-war teenagers of the Baby Boom generation. Using evidence from corporate records and analysis of mail order catalogues, the study examines how department store retailer, the T. Eaton Company, Limited, began to cultivate a distinct and lucrative teenaged consumer in the 1930s, and thereby began shaping the teenaged consumer. The thesis contextualizes the case study of Eaton’s by exploring the varied expectations that adults had of young people at the time, using census records and magazines (Chatelaine, Canadian Home Journal and Mayfair) to explore concerns about young people’s transition to adulthood. It then focuses on how Eaton’s made a concerted and sustained effort to attract teenager customers to its catalogue and stores. Analysis of its semi-annual catalogue highlights the emergence of specialized clothing size ranges and styles, revealing that Eaton’s increasingly viewed the teenaged years as an important in-between life stage. Eaton’s also instituted teenage advisory councils to both glean market trends and provide a venue for what it considered education for novice consumers. Eaton’s presented consumption as a way to prepare young people for adult roles, legitimizing teenaged participation in the consumer marketplace and contributing to wider debates about when and how teenaged Canadians should reach maturity.

This thesis focuses on the emergence of the teenaged consumer as a market segment in Canada during the 1930s, 1940s, and 1950s. It challenges the notion that teenagers were of little interest to retailers until economics and demographics shaped the more numerous and prosperous post-war teenagers of the Baby Boom generation. Using evidence from corporate records and analysis of mail order catalogues, the study examines how department store retailer, the T. Eaton Company, Limited, began to cultivate a distinct and lucrative teenaged consumer in the 1930s, and thereby began shaping the teenaged consumer. The thesis contextualizes the case study of Eaton’s by exploring the varied expectations that adults had of young people at the time, using census records and magazines (Chatelaine, Canadian Home Journal and Mayfair) to explore concerns about young people’s transition to adulthood. It then focuses on how Eaton’s made a concerted and sustained effort to attract teenager customers to its catalogue and stores. Analysis of its semi-annual catalogue highlights the emergence of specialized clothing size ranges and styles, revealing that Eaton’s increasingly viewed the teenaged years as an important in-between life stage. Eaton’s also instituted teenage advisory councils to both glean market trends and provide a venue for what it considered education for novice consumers. Eaton’s presented consumption as a way to prepare young people for adult roles, legitimizing teenaged participation in the consumer marketplace and contributing to wider debates about when and how teenaged Canadians should reach maturity.

M.Tech. (Architectural Technology) / Contested territories have strongly contributed to the displacement of people worldwide, resulting in the loss of the right to belong. Considering the boundaries of belonging in Mayfair, a marginalised social landscape in Johannesburg, this architectural response to a social and urban investigation will ascertain whether and how architecture can respond to the global issue of xenophobia. Johannesburg as uitvalgrond has, since its founding, offered migrants opportunities for meaningful participation and self-actualisation. This reiterates the idea that the city’s in-between spaces often allow for a new realisation or actualisation of identity. The author argues that space-and-place-making and identity are intrinsically linked - the one enforcing, defining or denying the Other. The dissertation conceptualizes how architecture can acknowledge Mayfair residents’ unique and evolving post-national identity as a marginalised community in an young democracy. The study suggests how architecture can give form to contemporary African public space that contributes to a sense of belonging for both the Self and the Other in Mayfair. The methods used in this study are: observation through site visits, drawing, on-site interviews and film; mapping boundaries and edges defining various ethnic territories, open space network (utilised and unutilised), mobility, nodes and landmarks, actual land use as opposed to zoned land use and experiential observations; correspondence and discussions, making use of official databases to research historic maps and photographs; examining precedents, and applying all of the above into an appropriate architectural model. Each chapter concludes with a reflection extracting the most important notions from that chapter to be taken into the next section. This dissertation interrogates the importance and the role of architecture and public open space in Johannesburg by exploring new ways of thinking, doing and making in Johannesburg’s present, changing urban condition.

This thesis focuses on the emergence of the teenaged consumer as a market segment in Canada during the 1930s, 1940s, and 1950s. It challenges the notion that teenagers were of little interest to retailers until economics and demographics shaped the more numerous and prosperous post-war teenagers of the Baby Boom generation. Using evidence from corporate records and analysis of mail order catalogues, the study examines how department store retailer, the T. Eaton Company, Limited, began to cultivate a distinct and lucrative teenaged consumer in the 1930s, and thereby began shaping the teenaged consumer. The thesis contextualizes the case study of Eaton’s by exploring the varied expectations that adults had of young people at the time, using census records and magazines (Chatelaine, Canadian Home Journal and Mayfair) to explore concerns about young people’s transition to adulthood. It then focuses on how Eaton’s made a concerted and sustained effort to attract teenager customers to its catalogue and stores. Analysis of its semi-annual catalogue highlights the emergence of specialized clothing size ranges and styles, revealing that Eaton’s increasingly viewed the teenaged years as an important in-between life stage. Eaton’s also instituted teenage advisory councils to both glean market trends and provide a venue for what it considered education for novice consumers. Eaton’s presented consumption as a way to prepare young people for adult roles, legitimizing teenaged participation in the consumer marketplace and contributing to wider debates about when and how teenaged Canadians should reach maturity.

Since 2012 more than 295 676 migrants have arrived in South Africa. Somalis form one of the most visible migrant minorities in the country. Since various studies have been conducted into the mistreatment of migrants and its psychological effects, this study aimed to investigate the reasons that led to the resilience of the Somali community residing in Fordsburg/Mayfair, Johannesburg despite the challenges they encountered. The sample for the study was selected using the purposive sampling technique. Data were collected through the use of face-to-face semi-structured interviews and subsequently analysed following Colaizzi’s (1978) descriptive phenomenological method of data analysis. The findings of the study show that the participants experienced several challenges en route to South Africa and once they reached the country. Their resilience can be attributed to reasons such as individual determination to achieve change, the Somali communal culture, religion and spirituality, the family spirit, gender role adaptation and hard work. / Psychology / M.A. (Research Consultation)