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
Why You Can't Ignore This Far-Right Trend
25 min - In this video, I look at the rise of fossil fascism and ecofascism on the far right. As the world gets warmer and fossil fuels become increasingly untenable there are now glimpses of two trends...
6 Black Men vs 1 Secret White Guy
20 min - WHO IS JUBILEE? We believe in the power of empathy for human good. Ultimately, we aim to inspire people to EMBRACE EMPATHY.
Our Obsession with Economic Growth is Deadly
26 min - We are surrounded by stuff. We buy and buy and buy - it’s the foundation of how our economies run, how they grow. But all this buying, all this economic "growing", is devastating people and our...
TraumaZone (2022)
350 min - An epic documentary by British director Adam Curtis illustrating in seven parts state and decline of the Soviet Union and the development in Russia 1985–1999 using material from the BBC archives.
Thought-Provoking Comics
The Corporation is at the Root of our Uncivilized, Inequality-Driving, Earth-Killing Economy
Most Watched Documentaries
Recommended

Films For Action hosts a subscription service that currently offers 55 highly-curated, solutions-oriented feature documentaries 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.