Captive Audience: Advertising Invades the Classroom

Synopsis

Looks at the increasing amount of commercial sponsorship and in-school advertising in American schools brought on by dwindling federal, state, and local funding. As a result, commercialism has steadily increased in America’s public schools in recent years, often with little or no public awareness.

This video 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.

Sections are: 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

Language

English

Country

United States

Year of release

2003

Year of production

2003

Notes

Online preview available at http://www.mediaed.org/videos/CommercialismPoliticsAndMedia/CaptiveAudience

Documentation

Online notes to accompany the video available at: http://www.mediaed.org/videos/CommercialismPoliticsAndMedia/CaptiveAudience/studyguide/CaptiveAudience.pdf

Subjects

Economics; Education

Keywords

advertising; school management; schools; United States of America

Distribution Formats

Type

DVD

Format

Region 4 NTSC

Price

$250.00

Availability

Sale

Duration/Size

45 minutes

Year

2005

Type

VHS

Format

NTSC

Price

$250.00

Availability

Sale

Duration/Size

45 minutes

Year

2005

Distributor

Name

Media Education Foundation

Email

info@mediaed.org

Web

http://www.mediaed.org External site opens in new window

Phone

+1 413 584 8500

Fax

+1 413 586 8398

Address

60 Masonic Street
Northampton
Massachusetts 01060
USA

Notes

The MEF produces and distributes documentary films and other educational resources to inspire critical reflection on the social, political and cultural impact of the mass media, particularly in the US, with emphasis on gender, health, politics, race and commercialism. Sale on DVD.