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Young Children’s Rights in a Digital World pp 299–312Cite as

Santa’s Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitising a Childhood Phenomenon

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Part of the book series: Children’s Well-Being: Indicators and Research ((CHIR,volume 23))

Abstract

The Elf on the Shelf (EotS) has become—as well as being a best-selling book and toy of the same name—a cultural phenomenon. As a Christmas tradition, the EotS only dates back to 2005, but has quickly gained hold in homes across the world. For the marketers of EotS, it’s also a huge money-spinner, earning millions worldwide. Originally self-published as a book by a retired teacher in 2005, the EotS book now sells with an EotS toy who sits on the shelf and, according to its story, reports back to Santa any ‘naughty or nice’ behaviour of the resident children. The EotS resides in many homes and schools pre-Christmas, giving parents and teachers leverage in the lead up to Christmas. EotS can also be viewed as a more sinister societal surveillance tool, normalising the panopticon and making parents complicit with the concept of omnipresent spying. While ‘magical’ rather than technological, EotS could nevertheless be seen as normalising and promoting a parentally-endorsed surveillance (and consumer) culture. Simultaneously, the EotS also has become both a chore and a source of fun for parents of Santa believers globally, as parents (mostly mothers) each night change the Elf’s location and position.

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Authors and Affiliations

  1. Murdoch University, Perth, WA, Australia

    Catherine Archer

  2. Curtin University, Perth, WA, Australia

    Tama Leaver

Authors
  1. Catherine Archer
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  2. Tama Leaver
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Correspondence to Catherine Archer .

Editor information

Editors and Affiliations

  1. School of Arts and Humanities, Edith Cowan University, Perth, WA, Australia

    Donell Holloway

  2. School of Media Culture and Creative Arts, Faculty of Humanities, Curtin University, Perth, WA, Australia

    Michele Willson

  3. School of Education, Curtin University, Perth, WA, Australia

    Karen Murcia

  4. Strategic Communication, School of Arts, Business, Law and Social Sciences, Murdoch University, Perth, WA, Australia

    Catherine Archer

  5. School of Arts and Humanities, Edith Cowan University, Perth, WA, Australia

    Francesca Stocco

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Archer, C., Leaver, T. (2021). Santa’s Little Helper and Star of Instagram, Elf on the Shelf: Gendered Labour, Normalising Surveillance and Digitising a Childhood Phenomenon. In: Holloway, D., Willson, M., Murcia, K., Archer, C., Stocco, F. (eds) Young Children’s Rights in a Digital World. Children’s Well-Being: Indicators and Research, vol 23. Springer, Cham. https://doi.org/10.1007/978-3-030-65916-5_22

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