Abstract
A sizeable segment of the contemporary British fiction market for adult readers consists of novels that focus on children and childhood. In accordance with interdisciplinary Childhood Studies, such texts can be understood as contributions to the social construction of children and childhood, or ‘childness’. Such constructions appear to be in particular demand in this phase of late modernity, when childhood is conceptualized as an antidote to the many uncertainties contemporary post-industrial societies are faced with. While on the level of societies, public constructions of childhood are best understood in terms of a Foucauldian notion of discourse, discourses are not what individual readers and book-buyers actually have in their minds when choosing a title. Rather, this article argues that the cover illustrations of these novels both activate and reinforce cultural models of ‘childness’ that readers have stored as schemata shared with their cultural community. On the basis of this alignment of discourse theory with a concept from cognitive anthropology, the article demonstrates that book covers play a role in maintaining particular conceptions of ‘childness’, and in feeding them back into the minds of the readers. Furthermore, the relevance of the book as a material artefact is once again acknowledged.1
