School commercialism : from democratic ideal to market commodity / Alex Molnar.

Format:

Book

Author/Creator:

Molnar, Alex, author.

Series:

Positions (RoutledgeFalmer (Firm))

Positions : education, politics, and culture

Language:

English

Subjects (All):

Commercialism in schools--United States.

Commercialism in schools.

Business and education--United States.

Business and education.

Education--United States--Marketing.

Education.

Physical Description:

1 online resource (ix, 177 p.)

Edition:

1st ed.

Place of Publication:

New York : Routledge, 2005.

Summary:

Pizza Hut's Book It! program rewards students with pizza for meeting their reading goals. Toys R Us paid a Kansas school five dollars for each student who took its toy survey. Cisco Systems donated internet access to a California elementary school, asking in return for the school choir to sing the company's praises while wearing Cisco t-shirts. Kids today face a barrage of corporate messages in the classroom. In School Commercialism , education expert Alex Molnar traces marketing in American schools over the last twenty-five years, raising serious questions about the role of private corporations in public education. Since the 1990s, Molnar argues, commercial activities have shaped the structure of the school day, influenced the curriculum, and determined whether children have access to computers and other technologies. He argues convincingly against advertisers' assertion that their contributions are a win-win proposition for cash-strapped schools and image-conscious companies. From the marketing of unhealthy foods to privatizing reforms such as the Edison Schools and Knowledge Universe, School Commercialism tracks trends that are more pervasive than many parents realize and shows how we might recapture schools to better serve the public interest.

Contents:

Every child a consumer

The sky's the limit: trends in schoolhouse marketing since 1990

Eat, drink, and be diabetic: using schools to promote illness

Controlling the masses vs. liberating them: Edward Bernays and John Dewey considered

Whittle or virtually nothing: the emergence of Edison schools and knowledge universe

Futures trading: buying and selling education in the global marketplace.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-136-73016-8

1-315-02443-8

0-415-95132-1

1-136-73009-5

9781315024431

OCLC:

870590407