Captive audience : how corporations invaded our schools / Catherine Gidney.

Format:

Book

Author/Creator:

Gidney, Catherine (Catherine Anne), 1969- author.

Contributor:

James Hosmer Penniman Book Fund.

Language:

English

Subjects (All):

Business and education--Canada.

Business and education.

Advertising in educational media--Canada.

Advertising in educational media.

Advertising and children--Canada.

Advertising and children.

Education, Elementary--Canada--Finance.

Education, Elementary.

Education, Elementary--Economic aspects--Canada.

Corporate sponsorship--Canada.

Corporate sponsorship.

Education, Elementary--Economic aspects.

Education, Elementary--Finance.

Canada.

Physical Description:

220 pages : illustrations ; 23 cm

Place of Publication:

Toronto : Between the Lines, 2019.

Summary:

"White Spot, a popular BC restaurant chain solicits hamburger concepts from third and fourth grade students and one of their ideas becomes a feature on the kids' menu. Home Depot donates playground equipment to an elementary school, and the ribbon-cutting ceremony culminates in a community swathed in corporate swag, temporary tattoos, and a new "Home Depot song" written by a teacher and sung by the children. Kindergarten students return home with a school district-prescribed dental hygiene flyer featuring a maze leading to a tube of Crest toothpaste. Schools receive five cents for each flyer handed to a student. While commercialism has existed in our schools for over a century, the corporate invasion of our schools reached unprecedented heights in the1990s and 2000s after two decades of federal funding cuts and an increasing tendency to apply business models to the education system. Constant cutbacks have left school trustees, administrators, teachers, and parents with difficult decisions about how to finance programs and support students. Meanwhile, studies on the impact of advertising and consumer culture on children make clear that the effects are harmful both to the individual child and the broader culture. Captive Audience explores this compelling history of branding the classroom in Canada."-- Provided by publisher.

Contents:

The "discriminating and alert teacher"?: the early history of in-school commercialism

"Education is too important to be left to the educators": the rise of school-business partnerships

Tapping the educational market: computers in classrooms

"It's so pervasive, it's like Kleenex": schools, the last frontier of advertising

Youth News Network or "you're nuts to say no": the struggle over classroom commercialism

Building brand loyalty: vending machines, fast food outlets, and junk food

"All we're trying to do is help youngsters": the politics of raising funds.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the James Hosmer Penniman Book Fund.

Other Format:

Gidney, Catherine (Catherine Anne), 1969-, author. Captive audience.:

ISBN:

9781771134262

1771134267

OCLC:

1080215827

Publisher Number:

99993262092