R-The-Family-History-of-Dr-Sidney-Holleman
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I Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemansm in Education Research Unit Arizona state UniversityCommercialism in Education Research Unit (CERU) Education Policy Studies Laboratory College of EducationDivision of Educational Leadership and Policy Studies Box 872411 Arizona State University Tempe, AZ 85287-241137803EPSLI Education Policy Stud R-The-Family-History-of-Dr-Sidney-Hollemanies LaboratoryI Commercialism in Education Research UnitEPSL-0307-105-CERU http://edpolicy1ab.orgEducation Policy Studies Laboratory Division of EducaR-The-Family-History-of-Dr-Sidney-Holleman
tion leaders!-! 9 and Policy Studies cotlege of Education. Arizona State university P.O Box 372411, Tempe, AZ 85237-2411 Telephone: (430) 965-1885 FaxI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanrcialism in Education Research Unit Education Policy Studies Laboratory Arizona State University wuAv.schoolconimercialism.orgThe Context in Which School Commercialism FlourishesSchools in the United States have, over the past thirty years, taken on increasing responsibilities and at the same lime h R-The-Family-History-of-Dr-Sidney-Hollemanave often seen a reduction in the resources available to them. They are under powerful political and economic pressure to find nonpublic funds to suppR-The-Family-History-of-Dr-Sidney-Holleman
ort their programs and to collaborate with corporations. In this environment, it is not surprising that many schools have turned a blind eye toward coI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Holleman pressure to narrow the focus of their academic programs. High-stakes testing programs, for example, place a premium on reading and math, especially in elementary" schools. This means that programs associated with health, nutrition, and fitness are likely to claim less time in the school day and hav R-The-Family-History-of-Dr-Sidney-Hollemane fewer resources than necessary to be effective. Although, school health and nutrition programs may be under threat, billions of corporate dollars arR-The-Family-History-of-Dr-Sidney-Holleman
e spent in and out of school to teach children to make nutritional choices that are most profitable though not necessarily the most healthful.In this I Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanle, however, it will be necessary to provide policy makers and the public with sound data about the nature, extent, and impact of health and nutrition-related marketing in schools.Schoolhouse Commercialism: Marketing MethodsCommercialism has been variously defined. The Oxford English Dictionary' def R-The-Family-History-of-Dr-Sidney-Hollemanines it as “the principles and practice of commerce; excessive adherence to financial return as a measure of worth"1 In Lead Us Into Temptation, JamesR-The-Family-History-of-Dr-Sidney-Holleman
Twitchell says commercialism consists of two processes "commodification, or stripping an object of allThis report was written with the research assisI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanmpanies and groups engaged in schoolhouse commercializing activities.other values except its value lor sale to someone else, and marketing, the insertion of the object into a network of exchanges only some of which involve money.”7 The Center for the Study of Commercialism offered this pointed chara R-The-Family-History-of-Dr-Sidney-Hollemancterization: “Commercialism: Ubiquitous product marketing that leads to a preoccupation with individual consumption to the detriment oi onesell and soR-The-Family-History-of-Dr-Sidney-Holleman
ciety.’”However it may be defined, commercialism and childhood is a problematic combination. Children do not have the same information and power as adI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanrc the most unsophisticated of all consumer's; they have the least and therefore want the most. Consequently, they ate in a perfec t position to be taken.”1 Marketing to c hildren in sc hools is especially problematic because in schools students are a captive audience and are asked to believe that w R-The-Family-History-of-Dr-Sidney-Hollemanhat they are taught in school will be in their best interest.Efforts by corporations to use schools to promote their points of view, address public reR-The-Family-History-of-Dr-Sidney-Holleman
lations or political problems, or sell products and services is not new. Over the last two decades, however, it appears that corporations have dramatiI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanschool marketing program. Marketing activities range from advertising on school buses, on scoreboards, and in lunchrooms, to the creation of “learning materials" for science, government, history, math, and curr ent events classes. One of the best known electronic school-based marketing tools is Chan R-The-Family-History-of-Dr-Sidney-Hollemannel One, the ad-bearing TV news program for middle and high school students currently shown in approximately 12,000 schools. Other corporations, howevR-The-Family-History-of-Dr-Sidney-Holleman
er, have moved into electronic marketing to schools by providing computers to schools and online content and web access to students in exchange for thI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanhool commercialism. See appendix A for examples.1Sponsorship of programs and activities: consists of corporations paying lor or subsidizing school events and/or one-time activities in return for the right to associate their name with the events and activities. Ihis may also include school contests.2 R-The-Family-History-of-Dr-Sidney-HollemanExclusive agreements: agreements between schools and corporations that give corporations die exclusive right to sell and promote their goods and/or seR-The-Family-History-of-Dr-Sidney-Holleman
rvices in the school or school district. Exclusive agreements may also entail granting a corporation the right to be the sole supplier of a product orI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanhool or school district when its students, parents, or staffPage 2 of 43engage in a specified activity, such as collecting particular product labels or cash register receipts from particular stores.4Appropriation of space: the allocation of school physical space such as scoreboards, rooftops, bullet R-The-Family-History-of-Dr-Sidney-Hollemanin boards, walls, and textbooks or virtual space such as computer screens on which corporations may place corporate logos and/or advertising messages.R-The-Family-History-of-Dr-Sidney-Holleman
5Sponsored Educational materials: are supplied by corporations and/or trade associations that claim to have an instructional content.6Electronic markeI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director Commercialis R-The-Family-History-of-Dr-Sidney-Hollemanilies and community members.7Privatization: the management of schools or school programs by private for-profit corporations or other non-public entities.8Fundraising: any activity conducted or program participated in to raise money for school operations, programs, or extracurricular activities, is c R-The-Family-History-of-Dr-Sidney-Hollemanonsidered fundraising.Nutrition-Related Marketing in SchoolsI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director CommercialisI Arizona State UniversitySchool Commercialism, student Health, and the Pressure To Do More With LessbyAlex Molnar Professor and Director CommercialisGọi ngay
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