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
Duration: 45 min
ISBN: 1-893521-84-2
Date Produced: 2003
Subtitles: English
Discussion Guide
Transcript
Filmmaker Info
Executive Producer: Sut Jhally
Writer, Producer: Loretta Alper
Associate Producer: Kenyon King, Kendra Olson
Editor: Kenyon King
Motion Graphics:
Michelle Rojos, Alisa Placas
Camera, Color: Kelly Garner
Audio Engineer, Original Music: Thom Monahan
Narration: Alvin F. Poussaint
