Captive Audience: Advertising Invades the Classroom
http://www.mediaed.org
For 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.
Duration : 0:4:36
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I know that if I …
I know that if I were ten years younger, there would be no way I’d be allowed to watch TV these days. I don’t argue that kids who watch TV, movies, etc. see lots of ads. The problem is that kids are forced BY THE GOVERNMENT to watch third-party ads, with no way of opting out. Were I in middle school in 2009, those ads (if I had to watch them) would be one of the few ads I’d be seeing.
Kids have access to a million ads these days. If they like it, let them have it. Don’t force it on us all!
rjaguar3
2 Aug 09 at 2:35 am
Nice try. Keep it …
Nice try. Keep it up check out esteembpo + com for social media marketing. HJYU
packrellerey
2 Aug 09 at 2:35 am
Nice try. Keep it …
Nice try. Keep it up check out esteembpo + com for social media marketing. fdsfv
KraigPierson
2 Aug 09 at 2:35 am
As I see it, kids …
As I see it, kids are going to be exposed to a million advertisements a year anyway. We might as well get some money in the schools – we’re going to have to teach kids to be wary of ads anyway.
Soulforge00
2 Aug 09 at 2:35 am
More money in funds …
More money in funds for the schools, better living standards for staff (less getting laid off at least)
not that I like it, but that’s a reason.
ubentu
2 Aug 09 at 2:35 am
We always mute the …
We always mute the ads when they come on. We don’t let ads tell us what to do, and we buy products from big corporations only because we like them, not because we were told that by advertisements. Why can’t libraries & schools be commercial-free? If you’re gonna give funding with vending machines, how about just leaving it at that instead of plastering the walls with advertising to go along with it? If kids are gonna be marketed to, why in the schools? What’s the real benefit?
oHelmslyo
2 Aug 09 at 2:35 am
Capti warning.
…
Capti warning.
Your brain is not working.
iydsysstole101
2 Aug 09 at 2:35 am
I disagree. As a …
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”.
ed4wb
2 Aug 09 at 2:35 am
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Chellopk
2 Aug 09 at 2:35 am
lets hope this …
lets hope this sickening practice doesn’t reach other parts of thew world
Liesey83
2 Aug 09 at 2:35 am
More reason to …
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.
BruinMama
2 Aug 09 at 2:35 am
I wonder where …
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.
JackSaturday
2 Aug 09 at 2:35 am
I completely agree. …
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.
heatherpiggott
2 Aug 09 at 2:35 am
:\
You …
:\
You shoulden’t be so quick to turn teachers into corporate whores. Teachers are already payed 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.
pumbjaba
2 Aug 09 at 2:35 am
yeah, it’s …
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.
FrankFacade
2 Aug 09 at 2:35 am
I just found out …
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.
breechbirthinmama
2 Aug 09 at 2:35 am
youtube should have …
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?
HotDina1128
2 Aug 09 at 2:35 am
youtube should have …
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?
HotDina1128
2 Aug 09 at 2:35 am
The public school …
The public school teachers and administration, being made up of people who are particularly interested in economic security, can be counted on for ANYTHING that directly or indirectly puts money in their pockets.
Remoteum
2 Aug 09 at 2:35 am
marketing to …
marketing to children is horrible, they even use children to sell cars!.. anything imaginable can be sold from a child’s influence
IheartLatinoMen
2 Aug 09 at 2:35 am
Good point. Where …
Good point. Where IS the outrage? I think they underestimate children. “Children in school see ads and think that makes it the right choice of product.” Do they think kids are really that stupid? Or just American kids?
MikeT2005
2 Aug 09 at 2:35 am
One pathetic …
One pathetic understatement after another. Where is the outrage?
papackar
2 Aug 09 at 2:35 am
I believe that …
I believe that advertising in schools is definitely a way to go. It is a perfect market and target for certain products such as softdrinks, shoes, etc. Obviously the dilema of WHICH products should be advertised exists, but thats no reason to say NO and just ban any brand. New channels of communication are found each day, and this is just another great, creative example.
esteban0
2 Aug 09 at 2:35 am
Advertising in …
Advertising in dreams…
32oz
2 Aug 09 at 2:35 am
lol,this video …
lol,this video helped me for a school project, i dont care if they advertise or not,but if thy do they should be paying for our textbooks/computers, insted of taxes
AgentXRifle
2 Aug 09 at 2:35 am