Increasingly difficult to reach children via traditional media Commercialism Youth Schools clutter advertising free media Advertisers turn to schools History of advertising in public school Concept itself isn t new Ivory Soap sponsored soap carving competition Public private partnerships Dell Sponsored magazine supplements Advertising in schools Advertisers buy ads on cafeteria tray liners bathroom stalls book covers and team warm up suits Brands Logos in textbooks example Math book Will is saving his allowance to buy a pair of NIKE shoes that costs 68 25 The best selling cookie in the world is the OREO cookie Sponsored Educational Material SEMs Reach over 12 000 companies Subway Chevron magazines with q a Common where textbooks are old and funds are limited Critiques argue primary objective is not educations not an objective source conflict of interest e g Prego Thickness Experiment use scientific method to compare Prego Ragu Study of SEMs by Consumer Union Collected 200 SEMs poster kits teaching packets of print materials videotapes software and or CD ROMS 80 of SEMs contain biased or incomplete info promotes consumption of product 3yr contract promising to show Channel One on 90 of school days in 80 of Channel ONE 12 minutes of daily TV news Broadcast free to schools classrooms Schools receive A V equipment install tech support News on current events political issues Criticism of quality oversimplify issues ignoring breaking news focus on consumption Has received awards PEABODY 2 minutes of ads 70 of ads are for food mostly gum soda fast food candy chips Criticism Ads contradict school lessons Tacit endorsement Displacement of time Criticism the other side Unethical counter to what schools are entrusted to do Classroom is suppose to market place for ideas NOT commercial products Captive Audience argues passionately against the educational value Argued by media literacy educator Renee Hobbs Hobbs has been paid by Channel One to develop curricula Channel One allows opportunities between classroom and culture see the relevance of schoolwork to larger culture Who uses Channel One SES differences low income schools schools with less money to spend on educational materials Concern unequal education