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Captive Audience: Advertising Invades the Classroom

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http://www.mediaed.orgFor marketers who wish to reach the lucrative youth market, the relatively uncluttered medium of the school environment represents the final frontier � access to a captive audience of millions of students. Meanwhile dwindling federal, state, and local funding for education has left many schools vulnerable to the advertiser�s pitch. As a result, commercialism has steadily increased in America�s public schools in recent years, often with little or no public awareness.Captive Audience examines this growing phenomenon through numerous examples of in-school advertising; interviews with teachers, students, parents, and activists; and a case study of community action to oppose an exclusive soda contract in the Pittsburgh school district. Media scholars and critics � including Alex Molnar, Professor of Education Policy, Arizona State University; Henry Giroux, Professor in Secondary Education, Pennsylvania State University; No Logo author Naomi Klein; and Bill Hoynes, Professor and Chair of Sociology, Vassar College � offer a broad look at the issues at stake.Captive Audience is a compelling expos� of the transformation of classrooms, hallways, cafeterias, and textbooks into advertising vehicles. It explores how education is short-changed and democracy is at risk when schools become marketplaces and commercialism goes to the head of the class.

Channel: News & Politics
Uploaded: November 30, 1999 at 12:00 am
Author: ChallengingMedia

Length: 04:36
Rating: 4.54
Views: 12232

Tags: Ads  Commercialism  Consumerism  Critical  Education  Educational  Industry  Jhally  Literacy  Mass  Media  MEF  Public  School  Sut  

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Video Comments

ed4wb (November 30, 1999 at 12:00 am)
I disagree. As a teacher, I think we have an obligation to keep adv. out of schools even if it means being underfunded. It's about priorities. The USA has the money to fund schools. As a nation, we'd rather fund our military, Wall St., and Corp Interests (thanks Congress). By caving in, we are ultimately selling kids' futures so that Corps. can profit. Selling kids' health (sugary drinks, candy and materialism) isn't worth having "some supplies".
Chellopk (November 30, 1999 at 12:00 am)
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Liesey83 (November 30, 1999 at 12:00 am)
lets hope this sickening practice doesn't reach other parts of thew world
BruinMama (November 30, 1999 at 12:00 am)
More reason to HomeSchool....My kids do not watch T.V during the day. If they are not too busy playing together in the evening, they may sit for a short time and watch a show.. (No! I only have two kids.) One thing we do is use the mute button, so we do not have to listen to commercials. It makes a HUGE difference, try it.. We also TiVo a lot of shows so we can FF through the commercials.
JackSaturday (November 30, 1999 at 12:00 am)
I wonder where Naomi Klein ever got the idea that "the values and goals of education" include "asking students" to "look deeper" and "to find their own answers"?Some teachers may have had that idea when young and naïve, but they either changed or were squeezed out. Ask John Holt or John Taylor Gatto. Obedience, conformity, and rote, repetivie work.
heatherpiggott (November 30, 1999 at 12:00 am)
I completely agree. Although this is a bad situation, subjecting students to advertising in schools, teachers and administrators have no choice because its money that provides much needed supplies and programs in the school. Teachers need this because the government isn't providing adequate funding to the schools. Teachers horribly underpaid and ALL teachers use some of their OWN money to buy things for their class.
pumbjaba (November 30, 1999 at 12:00 am)
:\You shoulden't be so quick to turn teachers into corporate whores. Teachers are already payed shit for the amount of work they do and amount of stress that job brings.You're a little dellusional if you think teachers choose that job for the money.
FrankFacade (November 30, 1999 at 12:00 am)
yeah, it's sickening. My kids go to alternative schools, one Waldorf one Montessori, I doubt we will ever put them in public schools. It's a shame.
breechbirthinmama (November 30, 1999 at 12:00 am)
I just found out Channel One is broadcast daily in my sons' school. My kids will be pulled out. I am out raged! If you aren't outraged you either aren't a parent or you aren't paying attention.
HotDina1128 (November 30, 1999 at 12:00 am)
youtube should have more ways for people to communicate to each other....like this site gagla.com_ GAGLA DOT COM, it even has a webcam chat, how cool is that?

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