In the United States today, kids just learning to add add up to big business for many major corporations. And the schools in which those kids spend more than 20 percent of their time represent an important economic marketplace for those businesses. Since 1989 — when Channel One, a televised program containing 10 minutes of news and 2 minutes of commercial advertising, first entered America’s classrooms — the corporate presence has been increasingly felt in school districts across the country. Commercial ads now appear on school buses and in school hallways. They decorate gyms, school cafeterias, lockers, and book covers. Team uniforms, billboards, and scoreboards sport corporate logos and company slogans. Educational materials, programs, contests, and awards boast corporate sponsorship — and sell corporate products. (...)
Corporate advertisers are spending big buck$ to get their names into classrooms around the world. And schools strapped for ca$h are letting them do it. Why ? And what can school administrators and teachers do to make sure kids are getting the right me$$age ? Included : Media literacy and money managing Web sites for kids !
Despite concerns expressed by reluctant administrators, skeptical teachers, and worried parents, the corporate presence continues to grow in American schools — and it is probably here to stay. Corporate dollars provide technology many schools could not otherwise afford. Businesses provide grants, scholarships, and incentives that improve the future of many students. Corporate-sponsored educational materials can provide up-to-date information to supplement out-of-date textbooks. (...)
At a time when taxpayers are increasingly reluctant to raise school budgets, when school sports and enrichment programs are in danger because they lack adequate funding, when teachers spend an average of more than $400 of their own money on classroom supplies, those advertising dollars, prizes, incentives, and educational materials can be hard to ignore — or refuse.
Lire l’article complet sur le site
Le programme de Channel One contenant 2 mn de publicité, que les enseignants de certaines écoles américaines devaient faire visionner à tous leurs élèves en début de journée, avait fait l’objet en son temps d’un reportage télévisé sur une chaîne publique française.