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Clearinghouse on Educational Policy and Management
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| College of Education · University of Oregon |
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Trends and Issues: Relationships With Community
Commercialism in SchoolsJournal ArticlesEJ653681 EA540062The Corporate Branding of Our Schools. Author: Molnar, Alex Availability: http://www-writing.berkeley.edu/tesl-ej/ Journal Citation: Educational Leadership, v60 n2 p74-78 Oct 2002 Publication Date: 2002 ISSN: 0013-1784 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJFEB2003 Abstract: Summary of the "Fifth Annual Report of Trends in Schoolhouse Commercialism" prepared by the Educational Policy Studies Laboratory's Commercialism in Education Research Unit at Arizona State University (www.schoolcommercialism.org). Includes discussion of program and activity sponsorships, exclusive agreements, incentive programs, appropriation of space, sponsorship of education materials, electronic marketing, privatization, fundraising, and future trends. (27 references) (PKP) Descriptors: Contracts; Elementary Secondary Education; Financial Support; Fund Raising; Incentives; Instructional Materials; Privatization; *School Business Relationship EJ653636 EA540017 The Growth of Schoolhouse Commercialism and the Assault on Educative Experience. Author: Molnar, Alex; Reaves, Joseph A. Availability: http://www-writing.berkeley.edu/tesl-ej/ Journal Citation: Journal of Curriculum and Supervision, v18 n1 p17-55 Fall 2002 Publication Date: 2002 ISSN: 0882-1232 Language: English Document Type: Journal articles (080); Reports--Research (143) Journal Announcement: CIJFEB2003 Abstract: Presents data supporting the widespread perception that commercializing activities in schools have risen in recent years and that those activities influence the structure of the school day, shape curricula, determine whether some children have access to a variety of technologies, and undermine the quality of education. Considers school commercialization in the context of Dewey's concept of democratic education. (Contains 117 references.) (Authors/PKP) Descriptors: Democratic Values; *Educational Experience; *Educational Quality; Elementary Secondary Education; State Legislation; Trend Analysis EJ652907 SO535103 Colonizing Our Future: The Commercial Transformation of America's Schools. Author: Molnar, Alex Availability: Carfax Publishing, Taylor & Francis Ltd., Customer Services Dept.; Rankine Rd., Basingstoke, Hants RG24 8PR. Tel: 44 (01) 1235 401 000. Journal Citation: Social Education, v64 n7 p428-38 Nov-Dec 2000 Publication Date: 2000 ISSN: 0037-7724 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJJAN2003 Abstract: Discusses the issue of schoolhouse commercialism including historical background. Addresses the growth of commercialism in schools and explores two types of schoolhouse commercialism: (1) soft drink contracts, and (2) sponsored educational materials. Explains why schools are attractive to advertisers and reports on the opposition to schoolhouse commercialism. (CMK) Descriptors: *Advertising; Educational Change; Educational Environment; *Educational Finance; *Educational History; Elementary Secondary Education; *Ethics; Financial Support; Instructional Materials; *School Role EJ650765 HE543920 The Educated Student: Global Citizen or Global Consumer? Author: Barber, Benjamin R. Availability: The Haworth Press, Inc., 10 Alice St., Binghamton, NY 13904-1580. Journal Citation: Liberal Education, v88 n2 p22-28 Spr 2002 Publication Date: 2002 ISSN: 0024-1822 Language: English Document Type: Journal articles (080); Speeches/meeting papers (150) Journal Announcement: CIJDEC2002 Abstract: Asserts that the interdependence that characterizes the contemporary world is undermined by the commercialization and privatization pervading U.S. society with consumerist pressures reaching even into school programs, but that terrorism has dramatically underlined global interdependence and public responsibilities. Explores what makes an adequate civic education in this environment. (EV) Descriptors: *Citizenship Education; College Role; Corporations; Free Enterprise System; *Higher Education; Privatization; Problems Identifiers: *Commercialism; *Globalization Descriptive Terms: Theme issue titled "Annual Meeting: Changing Students in a Changing World." Excerpted from a closing plenary talk presented at the Association of American Colleges and Universities 2002 meeting. EJ645676 IR545673 Computer-Mediated Communication on the Internet. Author: Herring, Susan C. Availability: For full text: http://www.marshall.edu/jrcp/vole1/vole11/NelsonEwen.html. Journal Citation: Annual Review of Information Science and Technology (ARIST), v36 p109-68 2002 Publication Date: 2002 ISSN: 0066-4200 Language: English Document Type: Information Analysis (070); Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJSEP2002 Abstract: This review of computer-mediated communication (CMC) on the Internet focuses on empirical research in noninstitutional and nonorganizational contexts. Highlights include modes of CMC; appropriate uses; social effects; effects on language and communication; freedom of expression; community; personal impacts; privacy; ethics; democracy; globalization; commercialization; and directions for future study. (Contains 240 references.) (LRW) Descriptors: Appropriate Technology; Community; *Computer Mediated Communication; Democracy; Ethics; Futures (of Society); *Internet; Literature Reviews; Privacy; Science and Society Identifiers: Commercialism; Empirical Research; Globalization; Research Trends; Social Consequences Descriptive Terms: Section I: Communication and Collaboration. EJ637796 PS532365 In-School Commercialism: A Slick Compulsory Change Movement. Issues in Education. Author: Flores, Stephanie A. Availability: American Medical Association; P.O. Box 10946, Chicago, IL 60610-0946 Journal Citation: Childhood Education, v77 n4 p232-33 Sum 2001 Publication Date: 2001 ISSN: 0009-4056 Language: English Document Type: Journal articles (080); Opinion papers (120) Journal Announcement: CIJMAY2002 Abstract: Discusses the impact of commercialism on American public schools, arguing that commercialism imperils the democratic nature of public schools and compromises the goals of quality education for all children. Maintains that education's larger purposes diverge tremendously from those of the business community and that in-school advertising results in losses of instructional time, taxpayers' money, educators' control, and schools' integrity. (KB) Descriptors: *Advertising; Curriculum; *Elementary Secondary Education; Propaganda; *Role of Education; *School Business Relationship; School Community Relationship Identifiers: *Commercialism EJ634685 EA538681 Buy Me! Buy Me! Fourth Annual Report on Commercialism in Schools. Author: Molnar, Alex; Reaves, Joseph A. Availability: Kluwer Academic Publisher, 101 Philip Dr., Assinippi Park, Norwell, MA 02061. Tel: 781-871-6600. Journal Citation: Educational Leadership, v59 n2 p74-80 Oct 2001 Publication Date: 2001 ISSN: 0013-1784 Language: English Document Type: Journal articles (080); Reports--Evaluative (142) Journal Announcement: CIJAPR2002 Abstract: The two students who won commercial sponsorship for their college education embody entrepreneurialism's darker side-the growing commercialism of schools and conscious targeting of students as lifelong consumers. This update discusses developments in program, activity, and materials sponsorships; exclusive agreements; electronic marketing; privatization; and fund raising. (Contains 34 references.) (MLH) Descriptors: Advertising; *Corporations; Elementary Secondary Education; *Entrepreneurship; *Fund Raising; Instructional Materials; *Marketing; *Privatization; Problems; *School Business Relationship; Space Utilization; Student Welfare Identifiers: Channel One; *Commercialism; Consumerism; Corporate Culture; Sponsored Materials; Sponsors EJ634036 UD523202 The School Marketplace: Has Commercialization Gone Too Far? Author: Wohl, Alexander Availability: Journal Citation: American Educator, v25 n3 p16-21,46 Fall 2001 Publication Date: 2001 ISSN: 0148-432X Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJMAR2002 Abstract: Discusses the pros and cons of commercial activity in the schools, explaining that while schools always need the added support, the result is that students are bombarded with commercial messages. Commercial activity includes direct advertising, product sales/incentive programs, and indirect advertising. Discusses the importance of ensuring that commercial interests do not take precedence over schools' responsibilities to their students. (SM) Descriptors: *Corporate Support; Elementary Secondary Education; Public Schools; *School Business Relationship Identifiers: *Commercialism EJ633854 SP529496 Curious George Gets Branded: Reading as Consuming. Author: Hade, Daniel D. Availability: Journal Citation: Theory into Practice, v40 n3 p158-65 Sum 2001 Publication Date: 2001 ISSN: 0040-5841 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJMAR2002 Abstract: Examines who publishes today's children's books, how they create brands, and how their attempts at synergy influence children's books and reading. The article illustrates the corporate construction of readers through the marketing of children's literature, considering the prevalence of corporate mergers and the impact of media conglomerates on the production of children's literature used as tradebooks throughout U.S. classrooms. (SM) Descriptors: *Childrens Literature; Corporations; Elementary Education; *Publishing Industry; *Textbook Publication Identifiers: Commercialism EJ631885 UD523149 Pizza Hut, Domino's, and the Public Schools: Making Sense of Commercialization. Author: Stark, Andrew Availability: Journal Citation: Policy Review, n108 p59-70 Aug-Sep 2001 Publication Date: 2001 ISSN: 0146-5945 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJFEB2002 Abstract: Describes different types of partnerships between schools and businesses, discussing the benefits of and drawbacks to the commercial aspects of programs like Pizza Hut's, in which children who read a certain number of books receive free pizza, and programs like Dominos', in which schools receive materials or money in return for students buying pizza. (SM) Descriptors: Corporate Support; Elementary Secondary Education; Partnerships in Education; Public Schools; *School Business Relationship Identifiers: *Commercialism EJ620641 SO533219 Challenges to the Common Good in the Age of Globalism. Author: Barber, Benjamin R. Availability: Journal Citation: Social Education, v64 n1 p8-13 Jan-Feb 2000 Publication Date: 2000 ISSN: 0037-7724 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJJUL2001 Abstract: Explains that the challenge for the next millennium is preserving and securing the common good against the forces associated with globalization. Discusses globalization in detail, the privatization of public power, the commercialization of what is privatized, and the infantilization and homogeneity of consumers. (CMK) Descriptors: *Capitalism; *Children; Consumer Economics; *Private Sector; *Privatization; Public Sector; Secondary Education; Social Change; *Social Environment; *Social Influences; Social Studies Identifiers: *Commercialism; *Globalization EJ620137 IR542724 WiredKids: From Safety and Privacy to Literacy and Empowerment. Author: Wolinsky, Art Availability: Journal Citation: MultiMedia Schools, v7 n4 p16-18,20-21 Sep 2000 Publication Date: 2000 ISSN: 1075-0479 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJJUL2001 Abstract: Discussion of children's Internet access focuses on WiredKids, an organization devoted to helping to empower children to use the Internet safely and in age-appropriate ways. Topics include the Children's Online Privacy and Protection Act (COPPA); parental, school, library, and commercial organization involvement; and middle school student Internet use. (LRW) Descriptors: *Access to Information; *Adolescents; *Internet; Library Role; Middle School Students; Parent Role; Partnerships in Education; Privacy; School Libraries; School Role; *Young Children Identifiers: Age Appropriateness; Business Role; *Computer Use EJ617859 EA537807 Gateways to the Internet: A Host of Companies Want To Be Your District's Customized Education Portal. Author: Bushweller, Kevin Availability: Journal Citation: American School Board Journal, v187 n11 p28-31 Nov 2000 Publication Date: 2000 ISSN: 0003-0953 Language: English Document Type: Journal articles (080); Reports--Evaluative (142) Journal Announcement: CIJJUN2001 Abstract: In the ephemeral dot.com economy, numerous education portals (search engines) are emerging just as unsuccessful ones are terminating or trimming services. Ideally, portals offer an online school/home gateway and provide tailored content for parents, students, and teachers. However, quality, equity, reliability, and commercialism issues abound. (MLH) Descriptors: *Access to Information; Advertising; Contracts; *Delivery Systems; Educational Benefits; Elementary Secondary Education; Equal Education; *Internet; *Problems; Quality Control; *Vendors Identifiers: Commercialism; *Search Engines; University of Oregon EJ616296 EA537708 Commercialism@Schools. Author: Molnar, Alex; Morales, Jennifer Availability: Journal Citation: Educational Leadership, v58 n2 p39-44 Oct 2000 Publication Date: 2000 ISSN: 0013-1784 Language: English Document Type: Journal articles (080); Reports--Evaluative (142) Journal Announcement: CIJMAY2001 Abstract: The Center for the Analysis of Commercialism in Schools found that the number of press citations from 1990 to 2000 discussing seven types of commercializing activities (program sponsorship, exclusive agreements, incentive programs, appropriation of space, sponsored educational materials, electronic marketing, privatization, and fund raising) increased by 395 percent. (Contains 35 references.) (MLH) Descriptors: *Advertising; Elementary Secondary Education; Incentives; *Influences; *Privatization; Role of Education; *School Business Relationship; *Space Utilization Identifiers: Coca Cola Company; *Commercialism EJ608567 PS530525 Targeting the Kids: Insights into the Practice of Marketing Research. Author: Bezaire, Kimberley Availability: Journal Citation: Canadian Children, v24 n2 p40-43 Fall 1999 Publication Date: 1999 ISSN: 0833-7519 Language: English Document Type: Journal articles (080); Opinion papers (120) Journal Announcement: CIJDEC2000 Abstract: Focuses on business and market research as areas that increasingly affect students and education. Notes that the children's market is big business; that the potential for marketing a wide range of children's products is increasing; and that the types of research being conducted by marketing firms include using schools. (DLH) Descriptors: Educational Finance; *Marketing; *Preadolescents; Research; *School Business Relationship Identifiers: Market Research EJ603322 EA537026 ZapMe! Linking Schoolhouse and Marketplace in a Seamless Web. Author: Molnar, Alex Availability: Journal Citation: Phi Delta Kappan, v81 n8 p601-03 Apr 2000 Publication Date: 2000 ISSN: 0031-7217 Language: English Document Type: Journal articles (080); Reports--Evaluative (142) Journal Announcement: CIJSEP2000 Abstract: ZApME! Corporation provides computer labs and Internet access to K-12 schools in return for advertising or promotional access to students and their families. The free software and hardware may not be appropriate for realizing a school's instructional goals. Educational plans should not be shaped by corporations' business objectives. (Contains 25 references.) (MLH) Descriptors: *Advertising; Business; *Computer Centers; Educational Technology; Elementary Secondary Education; *Internet; *Marketing; Partnerships in Education; Problems; *School Business Relationship Identifiers: *Commercialism; Nader (Ralph) EJ601503 EF501892 Public Schools, Private Profits. Author: Kennedy, Mike Availability: Journal Citation: American School & University, v72 n6 p14-16,18,21-22 Feb 2000 Publication Date: 2000 ISSN: 0003-0945 Language: English Document Type: Journal articles (080) Journal Announcement: CIJAUG2000 Abstract: Explains why private companies and schools doing business with one another may be harmful to students. Problems uncovered from a decade of commercialization in the classroom are discussed as are issues of for-profit companies seeking to take over the operation of public schools, and one attempt to impose legislation to curtail commercialism. (GR) Descriptors: Elementary Secondary Education; *Privatization; *Public Schools; *School Business Relationship; *Student School Relationship Identifiers: *Commercialism EJ596972 EA536390 The Lure of School Marketing. Author: Hardy, Lawrence Availability: Journal Citation: American School Board Journal, v186 n10 p23-24, 26-27 Oct 1999 Publication Date: 1999 ISSN: 0003-0953 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJJUN2000 Abstract: School districts are being offered sponsored curriculum materials from various corporations that contain samples of the companies' products. Marketing contracts with beverage companies are another way advertising is entering schools. School board members' choices are complicated by the pressure to do more with less. A sidebar recounts the decision of one board member to vote against a lucrative beverage contract. (MLF) Descriptors: *Board of Education Policy; *Business; Elementary Secondary Education; *Marketing; *Merchandising; *Private Sector; Public Schools; *School Business Relationship Target Audience: Administrators; Policymakers; Practitioners EJ589641 EF501720 Schools For Sale. Author: Cohen, Andrew Availability: Journal Citation: Athletic Business, v23 n7 p32-33 Jul 1999 Publication Date: 1999 ISSN: 0747-315X Language: English Document Type: Journal articles (080) Journal Announcement: CIJFEB2000 Abstract: Discusses corporate sponsorship/advertising in the public school system as a means of funding educational programs and student sporting events. Opposition to this approach is highlighted, raising the issue of ethics and adult judgments about the proper way to relate to children.(GR) Descriptors: *Advertising; Athletics; Educational Finance; Elementary Secondary Education; Ethics; *Fund Raising; *Public Schools; *School Business Relationship; Student School Relationship EJ579426 EA535482 The Great Cola Wars. Author: Zorn, Robert L. Availability: Journal Citation: American School Board Journal, v186 n2 p31-33 Feb 1999 Publication Date: 1999 ISSN: 0003-0953 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJSEP1999 Abstract: In exchange for the exclusive right to sell their beverages at school events and on school grounds, large companies are competing avidly for schools' soft-drink business. One Ohio district negotiated a new PepsiCo contract expected to yield over $700,000 over the next 10 years. Everyone wins, including taxpayers. (MLH) Descriptors: Advertising; *Bids; *Competition; Elementary Secondary Education; *Fund Raising; *Marketing; *School Business Relationship; School Districts; *Vending Machines Identifiers: Commercialism; PepsiCo Inc EJ579425 EA535481 Insert Coins in Slot. Author: Vail, Kathleen Availability: Journal Citation: American School Board Journal, v186 n2 p28-31 Feb 1999 Publication Date: 1999 ISSN: 0003-0953 Language: English Document Type: Journal articles (080); Legal/Legislative/Regulatory materials (090); Reports--Evaluative (142) Journal Announcement: CIJSEP1999 Abstract: Despite federal and state regulations prohibiting the sale of nonnutritious foods in competition with school lunch programs, powerful market forces are keeping vending machines in schools. In 1997, schools generated $750 million for the vending machine market. Soft-drink companies are offering million-dollar contracts to some schools. Student nutrition suffers. (MLH) Descriptors: Advertising; Elementary Secondary Education; *Federal Legislation; Food Service; *Fund Raising; Lunch Programs; *Nutrition; *School Business Relationship; Student Reaction; *Vending Machines Identifiers: Caffeine; Coca Cola Company; Commercialism; *Junk Food; Milk; PepsiCo Inc EJ578835 CE533969 Schools for Sale: Public Education, Corporate Culture, and the Citizen-Consumer. Author: Giroux, Henry A. Availability: Journal Citation: Educational Forum, v63 n2 p140-49 Win 1999 Publication Date: 1999 ISSN: 0013-1725 Language: English Document Type: Journal articles (080); Opinion papers (120) Journal Announcement: CIJSEP1999 Abstract: Privatization undermines the role of public education in keeping democracy alive, offering consumerism as the only form of citizenship. Challenging the encroachment of corporatism is essential if democracy is to remain the defining principle of education and society. (SK) Descriptors: *Corporations; *Democracy; Educational Principles; Equal Education; National Standards; *Privatization; *Public Education Identifiers: Commercialism; Consumerism; *Organizational Culture EJ575189 EA535136 A Corporate Pitch for Athletics. Author: Morrison, Steve Availability: Journal Citation: School Administrator, v55 n10 p23-26,28 Nov 1998 Publication Date: 1998 ISSN: 0036-6439 Language: English Document Type: Journal articles (080); Reports--Descriptive (141) Journal Announcement: CIJJUL1999 Abstract: The challenge of funding new athletic programs with no additional tax revenue forced a Colorado Springs school district to supplement existing funding arrangements (participation fees, gate admissions, and team fundraising) with a new income source--a lucrative Coca-Cola contract. This article explains how to negotiate (and justify) favorable corporate sponsorships. (MLH) Descriptors: *Athletics; Budgets; Confidentiality; *Corporate Support; Fees; Financial Problems; *Financial Support; *Fund Raising; High Schools; *Negotiation Agreements; *School Business Relationship; Tax Effort Identifiers: Coca Cola Company; *Colorado (Colorado Springs); Commercialism DocumentsED471593 SO034456Commercialism in Public Schools: Focusing on Channel One. Author: Aiken, Margaret Putman Availability: Commonwealth of Virginia, Department of Education, 101 N. 14th St., P.O. Box 2120, Richmond, VA 23219. Tel: 800-292-3820 (Toll Free); For full text: http://www.pen.k12.va.us/VDOE/Superintendent/Sols/finearts.pdf. Publication Date: 2000 Language: English Document Type: Dissertations/Theses (040); Reports--Research (143); Test/questionnaires (160) Journal Announcement: RIEAUG2003 Abstract: A study measured the effectiveness of the Channel One news program on student achievement in current events. Data were collected to measure the difference in current events knowledge between those students who viewed and discussed Channel One, and those students who had no access to the program. Data based on gender differences in student achievement was also measured. A 20-item multiple choice pre- and post-test was designed by the researcher and administered to eighth graders (n=78) in an urban high school near Atlanta, Georgia, during winter 2000. A school that contracts with Channel One receives a satellite dish, two videotape recorders for automatic recording of the televised broadcasts, and networked televisions. The daily feed is a 12-minute program, 10 minutes of news and features, and two minutes of advertisements. The contract runs for a 3-year period in which the school promises to show Channel One on 90% of all school days and in 80% of all classrooms. Currently, an estimated 8 million junior and senior high school students representing 12,000 schools view Channel One each day. Appended are: "Memo to Teachers"; "Permission Memo"; "Pre-Test"; "Post-Test." (Contains 3 tables and 33 references.) (Author/BT) Descriptors: *Academic Achievement; *Current Events; Data Collection; Educational Research; Grade 8; Pretests Posttests; *Public Schools; Secondary Education; Sex Differences Descriptive Terms: Scholarly study submitted in partial fulfillment of the requirements for the Degree of Specialist in Education, Georgia State University. Geographic Source: U.S.; Georgia ED469754 TM034545 Education, Inc.: Turning Learning into a Business. Revised Edition. Author: Kohn, Alfie, Ed.; Shannon, Patrick, Ed. Availability: Heinemann, P.O. Box 6926, Portsmouth, NH 03802-6926 ($19). Tel: 800-225-5800 (Toll Free); Fax: 603-431-2214; e-mail: custserv@heinemann.com; Web site: http: www.heinemann.com. Publication Date: 2002 ISBN: BN- 0-325-00489-7; Language: English Document Type: Book (010); Collected works--General (020) Journal Announcement: RIEJUN2003 Abstract: This collection of essays builds a case against those who see children as customers or workers and those who want to turn learning into a business. Following an introduction, The 500-Pound Gorilla by Alfie Kohn, section 1, Commercialism in Schools, contains: (1) Buy Me! Buy Me! (Alex Molnar and Joseph A. Reaves); (2) Commercialism in U.S. Schools Is Examined in New Report (Constance L. Hays); (3) Do Not Use as Directed: Corporate Materials in the Schools (John Olson); and (4) Stealth TV: (Russ Baker). Section 2, To Market, To MarketMarket Logic in Schools, contains: (5) Reading between the Lines (Stephen Metcalf); (6) Test-Prep Pressure Hits Grade Schools (Karen Brandon); (7) Students Dont WorkThey Learn (Alfie Kohn); (8) We Can Work It Out (Patrick Shannon); (9) Teachers as Grantseekers: The Privatization of the Urban Public School Teacher (Sara Freedman); and (10) Schooling in Capitalist America (Samuel Bowles and Herbert Gintis). Section 3, Privatization of Schools, contains: (11) Schools for Sale: Public Education, Corporate Culture, and the Citizen-Consumer (Henry A. Giroux); (12) The Hollow Promise of School Vouchers (Robert Lowe); (13) For-Profits Target Education (Barbara Miner); (14) Choice and Other White Lies (MakaniN. Themba); (15) School Choice Crucible: A Case Study of Boulder Valley (Kenneth Howe, Margaret Eisenhart, and Damian Betebenner); and (16) Conclusion: Steps We Can Take (Patrick Shannon). Some of the essays contain references. (SLD) Descriptors: Educational Vouchers; *Elementary Secondary Education; *Learning; *Privatization; *School Business Relationship; School Choice Descriptive Terms: For the previous edition, see ED 405 142. Geographic Source: U.S.; New Hampshire ED467094 IR021413 Searching for Educational Content in the For-Profit Internet: Case Study and Analysis. Author: Fabos, Bettina Availability: U.S. Government Printing Office, Superintendent of Documents, Mail Stop: SSOP, Washington, DC 20402-0001. Tel: 866-512-1800 (Toll Free); Tel: 202-512-1800; Fax: 202-512-2250. For full text: http://gpo.gov/congress/house. Publication Date: April 2002 Language: English Document Type: Reports--Research (143); Speeches/meeting papers (150) Journal Announcement: RIEFEB2003 Descriptors: *Computer Uses in Education; Data Analysis; Elementary Secondary Education; Internet; Learning Activities; School Surveys; Student Research; Teacher Attitudes Descriptive Terms: Paper presented at the Annual Meeting of the American Educational Research Association (New Orleans, LA, April 1-5, 2002). Geographic Source: U.S.; Iowa ED465738 SP040890 "What's in It for Us?" Rethinking Corporate Sponsorships in Interscholastic Athletics. Author: McFarland, Allison J. Availability: Advocates for Youth, 1025 Vermont Avenue, N.W., Suite 200, Washington, DC 20005. Tel: 202-347-5700; Fax: 202-347-2263; e-mail: info@advocatesforyouth.org; Web site: http://www.advocatesforyouth.org. Publication Date: March 2002 Language: English Document Type: Opinion papers (120) Journal Announcement: RIEDEC2002 Abstract: The challenge of funding new athletic programs with no additional tax revenue has forced school districts to supplement their budgets with gate receipts, team fund raising, and corporate sponsorships. Interscholastic athletic directors and school administrators face the challenge of balancing the concepts of idealism and pragmatism. Corporate sponsorship is very prevalent in high school sports. Research indicates that from 1990-2000, corporate sponsorship of school programs and activities increased by 248 percent. However, corporate involvement in schools often goes beyond self-serving philanthropy to become commercial opportunism. Some school districts have passed commercial free school legislation banning commercialism in schools. It is the responsibility of athletic directors and school administrators to ensure that school-business relationships are based on sound principles that contribute to a high quality education. Guidelines for successful partnerships include establishing a business advisory council, evaluating and assessing the partnership on a regular basis, keeping corporate-sponsored materials as noncommercial as possible, and granting the district the final decision over advertising and product placement and content. (Contains 33 references.) (SM) Descriptors: *Advertising; *Athletics; *Corporate Support; High Schools; Partnerships in Education; Public Schools; *School Business Relationship Identifiers: *Commercialism Geographic Source: U.S.; Michigan ED456540 EA031231 Commercialism in Schools. Author: Larson, Kirstin Institutional Author: National Association of Elementary School Principals, Alexandria, VA.(BBB23667); ERIC Clearinghouse on Educational Management, Eugene, OR.(SJJ69850) Availability: National Association of Elementary School Principals, 1615 Duke Street, Alexandria, VA 22314-3483 ($2.50 prepaid; quantity discounts). Tel: 800-386-2377 (Toll Free). Journal Citation: Research Roundup, v18 n1 Fall 2001. Sponsoring Agency: Office of Educational Research and Improvement (ED), Washington, DC. (EDD00036) Publication Date: 2001 Language: English Pages: 5 Document Type: Collected works--Serials (022); ERIC product (071) Journal Announcement: RIEFEB2002 Abstract: This document gives voice to concerns raised by critics and supporters of commercialism in schools and provides brief descriptions of several important resources on this topic. "Commercial Activities in School" (U.S. General Accounting Office) reports on the nature and frequency of commercial activities in public schools, as well as the laws and policies that regulate them. "Supporting Students or Selling Access?" (The Association for Supervision and Curriculum Development) highlights controversies sparked by commercialism in schools. "Captive Kids: A Report on Commercial Pressures on Kids at School" (Consumers Union Education Services) looks at what commercial sponsors are teaching kids in school. "Corporate Involvement in Schools: Time for a More Critical Look" (Alex Molnar) considers how the commercialization of public education may affect the larger civic culture. "Capturing the Eyeballs and 'E-Wallets' of Kids in School: Dot.com Invades Dot.edu" (Nancy Willard) examines electronic marketing in schools and offers guidelines for schools that do business with technology provides. Two related books recommended for elementary school principals are "Elementary School Principal's Handbook" (William Collison and Carol H. McAllister) and "The Elementary School Principal's Calendar: A Month-by-Month Planner for the School Year" (Robert Ricken, Michael Terc, and Ida Ayres). (RT) Descriptors: *Business; *Corporate Support; Elementary Secondary Education; Marketing; Public Education; Public Schools; *School Business Relationship Identifiers: *Commercialism Descriptive Terms: Published four times during the school year. Theme issue. Contract Number: ED-99-CO-0011 Geographic Source: U.S.; Oregon ED451538 CS217507 Taking Care of Business: The Repercussions of Commodified Electronic Literacy. Author: Dickinson, Sandra C. Availability: EDRS Price MF01/PC01 Plus Postage. Publication Date: March 2001 Language: English Pages: 14 Document Type: Opinion papers (120); Speeches/meeting papers (150) Journal Announcement: RIESEP2001 Abstract: The corporate takeover of the Internet has moved literacy into uncharted territory. Couched in capitalist metaphors of liberation, choice, utility, and desirability, an expanded communications network that provides quick and easy access to vast amounts of information appeals to the national psyche. The commodification of literacy as a result of the current explosion in electronic consumerism is a "topos" that has received little attention in rhetoric/composition, even though computer technology has been a boon for the field in creating opportunities for theorizing and for enhancing the status of writing programs in the eyes of school administrators. Computer technology is the latest revolution in the history of writing, and never before has the implementation of a new technology depended so heavily on the integration of commercialism and education. The mixture of ads and information on the screen is confusing and distracting, especially for impressionable and easily distracted students. If K-12 students are conditioned to obtain information for research projects from commercially sponsored Web sites at home and school, this practice will continue in college. If students are to be confronted and distracted by ads in the course of learning, then the persuasion inherent in the rhetoric of advertising needs to be addressed. What is needed is a visual literacy based on Paulo Freire's critical literacy to understand and counter this commercial intrusion. This new literacy must incorporate visual rhetoric in its repertoire, for the combination of glitzy graphics promoting an array of consumer products is a compelling and entertaining combination, especially compared to the concentration and commitment required from text-bound reading and writing. (Contains 13 references.) (NKA) Descriptors: Advertising; Elementary Secondary Education; Higher Education; *Internet; Mass Media Role; *Persuasive Discourse; *Student Needs; Technology Integration; *Visual Literacy; Writing (Composition) Identifiers: *Commercialism; *Critical Literacy; Freire (Paulo) Descriptive Terms: Paper presented at the Annual Meeting of the Conference on College Composition and Communication (52nd, Denver, CO, March 14-17, 2001). Geographic Source: U.S.; Oklahoma ED447602 EA030777 Capturing the Eyeballs and "E-Wallets" of Kids in Schools: Dot.com Invades Dot.edu. Updating School Board Policies. Author: Willard, Nancy Institutional Author: National School Boards Association, Alexandria, VA. National Education Policy Network.(BBB34330) Availability: EDRS Price MF01/PC01 Plus Postage. Journal Citation: Updating School Board Policies, v31 n4 Sep 2000 Publication Date: September 2000 ISSN: 1081-8286 Language: English Pages: 18 Document Type: Collected works--Serials (022) Journal Announcement: RIEMAY2001 Abstract: Because of mounting budget pressures, a new business model is emerging that offers schools "free" technology supported by online advertising programs and the gathering of market data about students. Proponents argue these corporate associations benefit schools with dwindling resources. Opponents argue they are contrary to obligations to act in the interests of students. Using cookies, online registration, and questionnaires, market profiling gathers demographic information about users and their interests, needs, and buying habits. Arguments supporting the validity of online profiling are misleading, and involve significant obscured costs. Technically proficient children, lacking an understanding of the appropriate boundaries of personal privacy, are easily manipulated for commercial purposes. Positive and ethical school-business partnerships should not require students to observe commercial advertising, nor provide commercial access to captive audiences. Federal law protecting research subjects, the Family Educational Rights and Privacy Act (FERPA), and the Children's Online Privacy Protection Act of 1998 provide schools guidance in developing ethical corporate partnerships. In developing a policy on commercialism, schools should avoid providing access to captive audiences; allow students to provide personal information; permit collection of anonymous data for improving the educational quality of Web sites; require written requests for approval by teachers to use Web sites, considering educational purposes, the nature, motive, and use of market data; carefully guide student research activities; allow teachers to analyze web sites for quality, appropriateness, and suitability of educational materials; and consider all possible impacts before accepting corporate technology resources. (TEJ) Descriptors: Civil Liberties; *Confidentiality; *Corporate Support; Elementary Secondary Education; Information Dissemination; *Information Policy; Information Sources; *Internet; Online Systems; *Partnerships in Education; Privacy; *School Business Relationship; Technical Assistance; Technological Literacy; Technology Education Identifiers: *Childrens Online Privacy Protection Act 1998; National School Boards Association Descriptive Terms: Published six times per year. Theme issue. Geographic Source: U.S.; Virginia ED446390 EA030684 Commercialism@School.com: The Third Annual Report on Trends in Schoolhouse Commercialism. Author: Molnar, Alex; Morales, Jennifer Institutional Author: Wisconsin Univ., Milwaukee. Center for the Analysis of Commercialism in Education.(BBB36091) Availability: Full text: http://www.schoolcommercialism.org. Publication Date: September 2000 Report Number: CACE-00-02 Language: English Pages: 47 Document Type: Reports--Descriptive (141) Journal Announcement: RIEAPR2001 Abstract: This report details the seven categories tracked by the Center for the Analysis of Commercialism in Education (CACE) between 1990 and 1999-2000: sponsorship of programs and activities, exclusive agreements, incentive programs, appropriation of space, sponsored educational materials, electronic marketing, and privatization. The 1999-2000 report added an 8th category: fundraising. The total number of press citations found in CACE's database searches increased 23 percent between 1998-99 and 1999-2000. Commercial activities in schools appear to be continuing the upward trend observed throughout the 1990s. Furthermore, the growing interconnection of schoolhouse commercializing suggests that marketers are attempting to create a seamless advertising environment that surrounds children in and out of school. The drive to put technology in schools appears to be opening new channels for commercial activity in schools. In spite of the apparent increase in commercial activity, signs of disenchantment are beginning to emerge. Increasing attempts at the local, state, and federal levels to regulate or ban certain types of commercial activities are another indication of a developing public awareness of potential negative consequences of such activities. An appendix contains sources, search strategies, and search terms. (Contains 139 references.) (DFR) Descriptors: Business; *Charter Schools; Elementary Secondary Education; *Internet; *Merchandising; *Privatization; *Public Schools; *Vendors Geographic Source: U.S.; Wisconsin ED446343 EA029799 Sponsored Schools and Commercialized Classrooms: Schoolhouse Commercializing Trends in the 1990's. Author: Molnar, Alex Institutional Author: Wisconsin Univ., Milwaukee. Center for the Analysis of Commercialism in Education.(BBB36091) Availability: For full text: http://www.uwm.edu/Dept/CACE/. Publication Date: August 1998 Report Number: CACE-98-1 Language: English Pages: 64 Document Type: Reports--Descriptive (141) Journal Announcement: RIEAPR2001 Abstract: This report analyzes commercializing trends in America's schools and classrooms, using data from database searches in seven categories of schoolhouse commercialism in the period 1990-97. The number of citations relating to commercializing activities can provide only a rough approximation of the scope and development of the phenomenon. The number of citations reporting commercial activities in the schools has increased 154 percent--suggesting that the 1990s have become the decade of sponsored schools and commercialized classrooms. The largest area of schoolhouse commercialism appears to be sponsorship of programs and activities (199 percent increase). The fastest growing commercial activity appears to be exclusive agreements between schools and bottlers, sports apparel manufacturers, and other firms (495 percent increase). An emerging category of school commercialism is electronic marketing, which includes television, radio, and the Internet/World Wide Web. The categories of sponsored educational materials and incentive programs are well-established commercial categories. The number of citations describing sponsored educational materials grew 313 percent. Despite the pervasiveness of commercialism and its growth, the education press has had virtually nothing to say about the issue. An appendix lists sources, search strategies, search terms, and data tables. (Contains 101 references.) (DFR) Descriptors: *Advertising; Elementary Secondary Education; *Merchandising; *News Media; Private Sector; *Privatization; Public Schools; *School Business Relationship Identifiers: *Commercialism Geographic Source: U.S.; Wisconsin ED444752 PS028848 Public Education: Commercial Activities in Schools. United States General Accounting Office Report to Congressional Requesters. Author: Shaul, Marnie S. Institutional Author: General Accounting Office, Washington, DC.(BBB05681) Availability: U.S. General Accounting Office, P.O. Box 37050, Washington, DC 20013; Tel: 202-512-6000; Fax: 202-512-6061; e-mail: info@www.gao.gov; Web site: http://www.gao.gov (First copy is free. Additional copies, $2 each). Governmental Status: Federal Publication Date: September 2000 Report Number: GAO/HEHS-00-156 Language: English Pages: 49 Document Type: Legal/Legislative/Regulatory materials (090); Reports--Research (143) Journal Announcement: RIEFEB2001 Abstract: Commercial activities in U.S. public elementary and secondary schools have been growing in visibility throughout the last decade, a period characterized by tightened school budgets. As visibility has increased, so have concerns about commercial activities that generate cash, equipment, or other types of assistance and their potential effects on students' learning and purchasing behavior. This report responds to requests by members of Congress to: (1) identify laws, regulations, and policies that regulate commercial activities in schools; and (2) describe the nature and extent of these activities. The research involved a review of state laws and regulations, site visits to 19 elementary and secondary schools in 7 school districts in 3 states, a review of reports about commercial activities, and interviews with representatives of national education and business organizations. Findings indicate that the visibility, profitability, and type of commercial activities varied widely and that high schools had more commercial activities than middle or elementary schools. (EV) Descriptors: *Advertising; Budgeting; Business; Business Responsibility; Corporate Support; Corporations; Educational Environment; *Educational Finance; *Educational Policy; Elementary Secondary Education; Government Role; *Marketing; Mass Media Effects; *School Business Relationship Identifiers: Sponsored Materials Target Audience: Policymakers Geographic Source: U.S.; District of Columbia ED442195 EA030441 Cashing in on Kids: The Second Annual Report on Trends in Schoolhouse Commercialism, Years 1997-98--1998-99. Author: Molnar, Alex Institutional Author: Wisconsin Univ., Milwaukee. Center for the Analysis of Commercialism in Education.(BBB36091) Availability: For full text: http://www.uwm.edu/Dept/CACE/. Publication Date: September 1999 Report Number: CACE-99-21 Language: English Pages: 37 Document Type: Reports--Descriptive (141) Journal Announcement: RIEDEC2000 Abstract: This report describes exclusive contractual agreements between businesses and public education agencies. It cites such examples as contracts between school districts and soft drink manufacturers, terming them "schoolhouse commercialism." It also provides data that explain why schools are so attractive to advertisers, and the reasons why schools "are in it for the money" as well. This is not an American phenomenon; it has spread outside the United States to Europe and Latin America. The report lists opposition to schoolhouse commercialism both in this country and abroad, as well as focused opposition to Channel One for its advertising and commercial use. The report also describes opposition to for-profit public schools, such as the Edison Project and Beacon Education Management. The growth of schoolhouse commercialism in the period 1997-98 to 1998-99 is explored, including sponsorship of programs and activities and the placing of advertising on school menus. An appendix contains sources, search strategies, search terms, and data tables. (Contains 123 references.) (DFR) Descriptors: *Commercial Television; Elementary Secondary Education; Health Education; *Marketing; *Merchandising; Public Schools; *School Business Relationship; Tables (Data); Television Commercials; *Vendors Identifiers: Channel One; *Commercialism; Edison Project Geographic Source: U.S.; Wisconsin ED437916 IR019876 Integrating the Schoolhouse and the Marketplace: A Preliminary Assessment of the Emerging Role of Electronic Technology. Author: Molnar, Alex Availability: EDRS Price MF01/PC01 Plus Postage. Publication Date: April 1999 Language: English Pages: 12 Document Type: Reports--Evaluative (142); Speeches/meeting papers (150) Journal Announcement: RIEJUL2000 Abstract: This paper focuses on how, by reinforcing and exploiting the emphasis on electronic technologies in school reform, marketers are integrating school children into the advertising and marketing system. The ZapMe! program is a for-profit venture that proposes to derive its profits from activities that link the academic activities of schools and the marketing activities of corporations in a seamless web. The ZapMe! Corporation provides computer labs and Internet access to K-12 schools in return for advertising or promotional access to students and their families, is used to illustrate how technology and commercialism are being linked in school reform. The following problematic aspects and policy issues related to the ZapMe! program are described: (1) hardware and software provided by ZapMe! may not be the best or most appropriate; (2) the financial relationship between ZapMe! and corporations that provide educational content raises the issue of bias; (3) the extent to which ZapMe! is used for required lessons is the degree to which students are forced by school authorities to view certain favored commercials; (4) the provision of student demographic information to special interest raises privacy concerns; (5) ZapMe! requires that participating schools provide use of its equipment during after-school hours for community education, corporate training and/or testing purposes; (6) schools are required to distribute marketing materials designed by ZapMe! sponsors for students to take home with them; and (7) ZapMe! Points Program prizes are sent directly to students' homes. (Contains 19 references and a flow chart explaining the process.)(MES) Descriptors: *Advertising; Computer Uses in Education; Educational Change; Educational Policy; Elementary Secondary Education; *Marketing; Problems; *School Business Relationship Identifiers: *Computer Industry; Technology Integration; Technology Role Descriptive Terms: Paper presented at the Annual Meeting of the American Educational Research Association (AERA) (Montreal, Quebec, Canada, April 19-23, 1999). Geographic Source: U.S.; Wisconsin ED435836 CE079427 Corporate/School Partnerships: Learner Centered or Business Centered? Myths and Realities No. 5. Author: Brown, Bettina Lankard Institutional Author: ERIC Clearinghouse on Adult, Career, and Vocational Education, Columbus, OH.(BBB16032) Availability: EDRS Price MF01/PC01 Plus Postage. Sponsoring Agency: Office of Educational Research and Improvement (ED), Washington, DC. (EDD00036) Publication Date: 1999 Language: English Pages: 4 Document Type: ERIC product (071) Journal Announcement: RIEMAY2000 Abstract: Although corporate spending on partnerships with education has more than doubled in the past 20 years, many in educational circles are questioning whether corporate contributions benefit student knowledge and learning development as well as corporations' bottom lines. Three examples of corporate giving that can be viewed from dual perspectives are information technology training programs, product distribution bonuses, and company-developed curricula. By linking school to work, business/industry partnerships have played a key role in keeping vocational education current with the skill demands of a changing workplace in order to attract students and prepare them for meaningful and relevant employment. Corporate support of education becomes most attractive to both schools and corporations when the goals of both partners are considered. Business/industry partnerships with education must be consensus driven. Because negotiating partnerships can be difficult, a neutral third party may be helpful in facilitating communication between education and corporate communities. Business/industry partnerships cannot be exclusive of worker representation. Educators must understand that dollars contributed to educational institutions must reap rewards for the contributing business; however, business/industry must cease to view their financial contributions from a profit motive perspective and instead consider contributions to be investments in the future work force. (MN) Descriptors: Adult Education; Cooperative Planning; *Corporations; Donors; *Education Work Relationship; Educational Cooperation; *Employer Attitudes; Financial Support; *Partnerships in Education; Program Effectiveness; Relevance (Education); *School Business Relationship; Secondary Education; Unions; *Vocational Education Identifiers: *Negotiation Processes Contract Number: ED-99-CO-0013 Geographic Source: U.S.; Ohio ED428460 EA029727 Commercialism in Schools: Supporting Students or Selling Access? Author: Robelen, Erik W. Institutional Author: Association for Supervision and Curriculum Development, Alexandria, VA.(BBB30657) Availability: Association for Supervision and Curriculum Development, 17703 N. Beauregard Street, Alexandria, VA 22311-1714; Tel: 800-933-2723 (Toll Free); (Stock No. 198266; $4.50, quantity discounts) Journal Citation: ASCD Infobrief, n15 Nov 1998 Publication Date: November 1998 ISSN: 1091-2649 Language: English Pages: 10 Document Type: Collected works--Serials (022); Information Analysis (070) Journal Announcement: RIEAUG1999 Abstract: This information brief discusses the impact of commercialism in schools. It asks the question of whether such advertising is supporting students or is simply selling access. It describes how children are a desirable market since they have most of their purchases ahead of them; they can also frequently convince parents to buy items. The brief describes the growth of commercialism, tracing its origin to the practice of selling goods to raise money for extracurricular programs. These activities have grown and diversified. A 1995 report divided commercial activities in schools into four categories: inschool advertising; classroom magazines and television programs; corporate-sponsored educational materials and programs; and corporate-sponsored contests and incentive programs. The debate over Channel 1, an example of inschool advertising, indicates the degree of controversy surrounding these efforts. Other programs that have generated discussion include schools making contracts with soda makers and the practice of corporations developing and distributing free or low-cost curricular materials with a marketing component to schools. Many educators claim that inadequate financing prompts them to consider such programs. Tips on managing commercialism and how to control private dollars in public schools are provided. (RJM) Descriptors: *Advertising; *Consumer Protection; Educational Policy; Elementary Secondary Education; *Marketing; *Merchandising Identifiers: Channel One; *Commercialism Geographic Source: U.S.; Virginia |