Description
Book SynopsisIf you strip away the rosy language of school-business partnership, win-win situation, giving back to the community, and the like, what you see when you look at corporate marketing activities in the schools is example after example of the exploitation of children for financial gain. Over the long run the financial benefit marketing in schools delivers to corporations rests on the ability of advertising to brand students and thereby help insure that they will be customers for life. This process of branding involves inculcating the value of consumption as the primary mechanism for achieving happiness, demonstrating success, and finding fulfillment. Along the way, branding children just like branding cattle inflicts pain. Yet school districts, desperate for funding sources, often eagerly welcome marketers and seem not to recognize the threats that marketing brings to children's well-being and to the integrity of the education they receive. Given that all ads in school pose some threat
Table of ContentsAcknowledgments Chapter 1 - The Problem of Schoolhouse Commercialism Chapter 2 - Schoolhouse Commercializing Trends, 1990-2006 Chapter 3 - Threats to Children’s Psychological Well-Being Chapter 4 - Threats to Children’s Physical Well-Being Chapter 5 - Threats to the Integrity of Children’s Education Chapter 6 - Assessing the Intensity of the Threats Commercialism Poses to Children’s Well-Being Chapter 7 - Threats to Children’s Privacy and Digital Marketing Chapter 8 – Closing Thoughts Appendices Appendix A: Gubbins’ Matrix of Thinking Skills Appendix B: State Laws and Regulations as of May 2004 Appendix C: State Bills Addressing School Commercialism Signed into Law, 2011-2014 Appendix D: Websites Associated with Relevant Topics Appendix E: State Laws Addressing Student Data Privacy: Synopses of Their Major Provisions With Their Significant Gaps in Protection, Exclusions and Omissions Noted (2011-2014)
