Channel One News Term paper
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There is a large debate erupting within our nation s education system. Corporate America is invading our classrooms and campuses at an alarming rate. Corporate conglomerates such as Coca-Cola, Pepsi, Nike, and US West are making their presence felt in the hallways, gyms and classrooms from grade schools to colleges. Should these companies be allowed to buy their way into the classroom? The answer is no. Corporate restructuring of our educational systems is not the way to solve our schools funding problems.
Big companies want to get into the classrooms as soon as possible. Next year, 53 million American children will make up approximately $250 billion dollars worth of immediate spending (Long, 2000:1). If the children are properly marketed, this figure would rise exponentially in later years, leading to a lifetime of brand recognition. These children are beginning to associate certain products with the brand names that they see and use at school every day. This will then likely cause these children to continue to buy the same products later in life as well. This lifetime of purchasing power could lead to incalculable profits in future years.
Channel One is a daily newscast that is offered to students around the country. Nearly 40 percent of American schools tune into Channel One everyday (Manning, 1999:1). A controversial entrepreneur, Chris Whittle, founded this company in 1989. These students are supposedly tuning into this program every day in order to keep up on current events and issues around the world. However, Channel One is now known as the most profitable in-school marketing campaign in the nation. The company gives the schools, which will allot time for students to watch the program, free satellites and television sets. What it also gives them is two minutes of paid advertising (Stark, 2000;1).
Nearly all of the 86,000 schools across the country use some sort of program where the schools receive money or equipment in exchange for proof-of-purchase coupons or receipts (McQueen, 2000:2). Is our public education system nothing more than an incentive based purchasing program, or are we trying to teach independent thought and creative thinking? Third grade math is being taught by using Tootsie Rolls. Classroom business courses are being taught by touring students through McDonald s facilities. Coca-Cola and Pepsi are feuding over multi-million dollar contracts that would ensure student consumption of their products first (Manning, 1999:1). Nike offers free apparel and equipment for sports programs, only if the athletes will become walking billboards, wearing large logos on their jerseys and clothing. US West builds team scoreboards only for schools that will agree to exclusive vending deals.
However, there is something else to be said about the commercialism of our nation s public education system. In standardized testing, our nation s education system is falling behind the rest of the world. The government has been lagging on education reform, and fewer dollars are being pumped into most areas of public education. Some would say that commercialism is a great opportunity to put money back into the schools. South Fork Highschool In Marlin County, Florida gave Pepsi the exclusive right to to market and sell its beverages to their students in exchange for $155,000 (Stark, 2000:3). A school that...
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