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    Captive audience : how corporations invaded our schools / Catherine Gidney.

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    • Title:Captive audience : how corporations invaded our schools / Catherine Gidney.
    •    
    • Author/Creator:Gidney, Catherine (Catherine Anne), 1969- author.
    • Published/Created:Toronto : Between the Lines, 2019.
      ©2019

    • Holdings

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    • Library of Congress Subjects:Business and education--Canada.
      Advertising in educational media--Canada.
      Advertising and children--Canada.
      Education, Elementary--Canada--Finance.
      Education, Elementary--Economic aspects--Canada.
      Corporate sponsorship--Canada.
    • Description:220 pages : illustrations ; 23 cm
    • Summary:"White Spot, a popular BC restaurant chain solicits hamburger concepts from third and fourth grade students and one of their ideas becomes a feature on the kids' menu. Home Depot donates playground equipment to an elementary school, and the ribbon-cutting ceremony culminates in a community swathed in corporate swag, temporary tattoos, and a new "Home Depot song" written by a teacher and sung by the children. Kindergarten students return home with a school district-prescribed dental hygiene flyer featuring a maze leading to a tube of Crest toothpaste. Schools receive five cents for each flyer handed to a student. While commercialism has existed in our schools for over a century, the corporate invasion of our schools reached unprecedented heights in the1990s and 2000s after two decades of federal funding cuts and an increasing tendency to apply business models to the education system. Constant cutbacks have left school trustees, administrators, teachers, and parents with difficult decisions about how to finance programs and support students. Meanwhile, studies on the impact of advertising and consumer culture on children make clear that the effects are harmful both to the individual child and the broader culture. Captive Audience explores this compelling history of branding the classroom in Canada."-- Provided by publisher.
    • Additional formats:Issued also in electronic formats.
    • Notes:Includes bibliographical references and index.
    • ISBN:9781771134262 paperback
      1771134267 paperback
    • Contents:Machine generated contents note: 1. "Discriminating and Alert Teacher"? The Early History of In-School Commercialism
      2. "Education Is Too Important to Be Left to the Educators" The Rise of School-Business Partnerships
      3. Tapping the Educational Market Computers in Classrooms
      4. "It's So Pervasive, It's Like Kleenex" Schools
      The Last Frontier of Advertising
      5. Youth News Network or "You're Nuts to Say No" The Struggle over Classroom Commercialism
      6. Building Brand Loyalty Vending Machines, Fast Food Outlets, and Junk Food
      7. "All We're Trying to Do Is Help Youngsters" The Politics of `Raising Funds.
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