Captive Audience: Advertising Invades the Classroom (2003)

Subscribe $5/mo
Become a patron to watch
License
For classroom 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
Corporations   Education   Media   Media Literacy
Rate this video 
Media Literacy
Trending Videos
Louis Theroux: The Settlers (2025)
62 min - Fourteen years after his first visit and 2011 film The Ultra Zionists, Louis Theroux meets some of the growing community of religious-nationalist Israelis who have settled in the West Bank.Louis...
Carl Sagan's Cosmos: A Personal Voyage (1980)
780 min - Astronomer Carl Sagan's landmark 13-part science series takes you on an awe-inspiring cosmic journey to the edge of the Universe and back aboard the spaceship of the imagination.The series was...
Israelism (2023)
84 min - When two young American Jews raised to unconditionally love Israel witness the brutal way Israel treats Palestinians, their lives take sharp left turns. They join a movement of young American Jews...
Water is Love (2024)
61 min - Water is Love reveals the power of regenerative ecosystem design to create water retention in communities, villages, and regions. We touch upon traditional ecological knowledge, how water makes...
Biden's Gaza Lies Exposed BY BOMBSHELL Investigation
14 min - Support us as we expand our challenge to our broken media here: https://www.patreon.com/owenjones84
Carnage (2017)
65 min - It's 2067, the UK is vegan, but older generations are suffering the guilt of their carnivorous past. Writer and Director Simon Amstellasks us to forgive them for the horrors of what they...
How To Erase a People
22 min - They did it to Native Americans, to Palestinians like my family in 1948, and now Trump wants to do it again in Gaza. It's called 'forcible transfer,' and it kills something much greater than any...
Trending Articles
Documentaries by One of Our Heroes, John Pilger (Rest in Peace)
Effective Collaboration
Subscribe for $5/mo to Watch over 50 Patron-Exclusive Films
Subscribe $5/mo View All Patron Films

 

Your support keeps us ad-free and financially independent

Our 10,000+ video & article library is 99% free, ad-free, and entirely community-funded thanks to our patron subscribers!


Want to double your impact? You can subscribe for $10/mo or more as an extra show of support.