Captive Audience: Advertising Invades the Classroom (2003) ($5)

0
Subscribe $5/mo
Become a patron to watch
License
For educational or public use

For marketers who wish to reach the lucrative youth market, the relatively uncluttered medium of the school environment represents the final frontier -- access to a captive audience of millions of students. Meanwhile dwindling federal, state, and local funding for education has left many schools vulnerable to the advertiser's pitch. As a result, commercialism has steadily increased in America's public schools in recent years, often with little or no public awareness.

Captive Audience examines this growing phenomenon through numerous examples of in-school advertising; interviews with teachers, students, parents, and activists; and a case study of community action to oppose an exclusive soda contract in the Pittsburgh school district. Media scholars and critics -- including Alex Molnar, Professor of Education Policy, Arizona State University; Henry Giroux, Professor in Secondary Education, Pennsylvania State University; No Logo author Naomi Klein; and Bill Hoynes, Professor and Chair of Sociology, Vassar College -- offer a broad look at the issues at stake.

Captive Audience is a compelling expose of the transformation of classrooms, hallways, cafeterias, and textbooks into advertising vehicles. It explores how education is short-changed and democracy is at risk when schools become marketplaces and commercialism goes to the head of the class.

Sections: Intro: Advertising Invades the Classroom | The Shadow Curriculum: Sponsored Educational Materials | Channel One: Commercials in the Classroom | Schools in Need: The Politics of Funding | Sweet Deals: Exclusive Soda Contracts | Resisting Commercialism: Legislative Action | Resisting Commercialism: Local Activism | What's at Stake: Keeping Schools Public

shop.mediaed.org
Trending Videos
Briahna Joy Gray Examines the Role of Race and Authoritarianism in Police Violence
19 min - Every minute of this is fantastic commentary, from CRT in schools, to why police violence should be framed more often as authoritarian rather than just racist, to the censorship and school...
Eating Our Way to Extinction (2021)
82 min - Narrated by Kate Winslet, Eating Our Way to Extinction is a cinematic feature documentary, taking audiences on a journey around the world and addressing the elephant in the room that no one wants...
Remembering That Life Is Good
14 min - As humans, we are always trying to control everything. We think we have the ability to change anything that crosses our path and believe we have the capability to handle it to our perfect...
Before You Have Sex, Watch This
4 min - Some people claim THIS is better than sex. Do You Agree? - Prince Ea
Emotional Literacy
Privilege Theory
Our Library is 99% Free and Always Will Be. Here are Some of Our Favorites.
Recommended

Films For Action hosts a subscription service that currently offers 55 highly-curated, solutions-oriented films to Patron subscribers donating $5 per month. 

Subscribe here. Your support helps grow our 5000+ video library, which is 99% free and contains no ads thanks to our patrons.

Cancel any time via your settings page.

 

How to Use and Contribute to this Library

  • Use the Explore menu to filter content by type and topic. Selections stack, so you can view Film Types about Specific Topics.

  • Submit videos directly to our library! Just sign up and click +Add Video at the top of the site and paste the video URL to get started. 

  • Create an account to save videos and articles for later and rate content for others

  • Filmmakers: Interested in our TVOD or SVOD services? Films For Action is one of the best homes for paradigm-shifting documentaries.

  • Contact us if you have a site or film suggestion, question, want to volunteer, or you're a filmmaker looking to collaborate. 

    Let's be the media!