This book revolves around neoliberal notions governing children and youth – a trend that permeates and dominates contemporary perceptions of "the young." In fact, given how the disciplinary power of neoliberalism swiftly becomes a common conceptual currency across national and cultural borders, discussing the way in which neoliberal self-governance permeates the cultures of childhood and youth is even more pertinent. This is followed by research on media discourses of children and their cultural practices in Norway, Germany, Austria and Switzerland, Serbia, Greece, and the US.