DOCUMENT RESUME PS 026 003 ED 413 115 Butler-Wall, Brita AUTHOR Commercialism in Schools. Not for Sale: A Parent Guide to TITLE Education, Oakland, CA. Center for Commercial-Free Public INSTITUTION 1991-00-00 PUB DATE 026 002. 60p.; For Teachers' Guide, see PS NOTE Non-Classroom (055) Guides PUB TYPE MF01/PC03 Plus Postage. EDRS PRICE Students; *Advertising; Advocacy; Elementary School DESCRIPTORS *Parent Intermediate Grades; Parent Materials; Public Education; Participation; Parent School Relationship; Relationship; School Public Opinion; *School Business Education; Secondary Community Relationship; Secondary School Students Literacy *Channel One; *Commercialism; Media IDENTIFIERS ABSTRACT education decreases, corporations are As funding for public aides to donating seemingly benign teaching "making up" the shortfall by relationships are positive, many others schools. While many business-school "brand-loyal" in the classrooms, aiming to make students are commercializing information, and new interactive guise of providing free equipment, more of view the increasing commercialization curricula. Some students and parents curricula as a form of exploitation public education masked as educational their opposition to called UNPLUG to demonstrate and created an organization provides education. This guide for parents the "corporate buy-out" of public school of businesses in the public information on the increasing presence inform themselves and others about system and shows parents how to of activate communities about the issue commercialism in school, educate and commercial-free schools. Part 1, commercialism, and organize to create of of public education, the source "Background," discusses the defunding of educational funding, how increasing commercialism in schools, sources nonexploitative manner, and lists concise businesses can support schools in a You Can commercialism in schools. Part 2, "What arguments for and against work suggestions for activities to help parents Do," gives step-by-step become in schools, including activities to effectively against commercialism organize parents and other citizens, informed, activate or educate others, of The guide concludes with a list and become effective advocates. list of schools. An appendix provides a suggestions to create commercial-free resolutions, documents, such as surveys, organizational resources and sample (KB) frameworks for school boards. press releases, and policy ******************************************************************************** best that can be made Reproductions supplied by EDRS are the from the original document. ******************************************************************************** U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) X This document has been reproduced as received from the person or organization originating it. Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this document do not necessarily represent official OERI position or policy. A Parent ui de to Commercialism in Schools PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL By Brita Butler-Wall HAS BEEN GRANTED BY "Tarn Q.X' C-ktl).)0.%C. Z. TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) The (enter for Commenial-free Public Education: hjaZlliecampaign BM COPY. AVAILABLE Copyright ©1997 THE CENTER The Center for Commercial-Free Public Education 501 (c) (3) No part may be reprinted in part or in full without the express permission of the Center for Commercial-Free Public Education. A Parent Guide to Commercialism in Schools By Brita Butler-Wall The Center for Commercial-Free Public Education: home of the UNPLUG Campaign Acknowledgments We acknowledge the work of parents, teachers, students and community members everywhere who are working to keep schools public and advertising-free. I especially want to thank Karisa Butler-Wall, Pam Carter, Marianne Mercer, Marian Neuhouser, Martha Rice, Tamara Schwarz and David 0. Wall for their comments and suggestions. Marianne Mani lov and asha bandele, founding members of THE CENTER, contributed sections to this publication. Any errors or omissions are my own. 5 Table of Contents An Open Letter to Parents 1 Introduction 2 What Do We Mean by Commercialism? 3 4 Forms of Commercialism 5 The Center 6 Part I - Background Defunding Public Education 7 The "Money Myth 8 Lack of Accountability 9 Where Will the Money Come From? 10 Business Support for Schools 11 They Say, We Say: Soundbiting the Arguments 12 Part II - What You Can Do 13 Inform 14 Activate/Educate 18 25 Organize 35 Become an Effective Advocate Conclusion: Creating Commercial-Free Schools .. 37 Appendix 39 50 Resources ii An Open Letter to Parents IN NOVEMBER OF 1996, the Seattle school board adopted a policy seeking advertising and corporate sponsorships in our schools as a means of generating funds. A brief public hearing was held an hour before the vote was taken. In spite of eloquent testimony of parents, teachers, young people and other community members, the Board refused to even table the motion. As a parent of two children in the Seattle Public Schools, I was upset and angry to learn that our school board planned to sell advertising in our schools. I was especially disturbed that parents, students, teachers, and citizens had not been part of the policy-making process. Our Seattle Council of PTSA was also concerned at the lack of community decision-making in this policy. We solicited many forms of community input. We had email discussions and asked parents to call and email their opinions to the district. A local physician circulated a petition and got over 50 of his colleagues to oppose commercialism in schools. With the help of THE CENTER, we sponsored a public forum to discuss the issue. We enlisted a diverse group of co-sponsors and attracted 140 participants. We distributed a written survey of those present. Despite overwhelming opposition to the policy, the school board refused to reconsider its position. We didn't give up. Thanks to the publicity and personal contacts, more organizations got involved in the issue. Some developed position statements; others spread the word to their members and started letter-writing campaigns. A month later, this new coalition sponsored a second public forum. After this forum, a new grassroots group formed -- the Citizens' Campaign for Commercial-Free Schools (CCCs). This organization became very active -- writing op-ed pieces, doing radio interviews, making presentations at PTA and community meetings. CCCs members and others testified against commercialism at each monthly school board meeting. With the help of THE CENTER, our efforts drew national attention -Education Week, Our Children (the publication of the National PTA), The Christian Science Monitor, The New York Times , the PBS News Hour and the ABC television show, Good Morning, America. Six months later, citing public opposition, the Seattle school board rescinded the advertising policy. We succeeded! Today, a coalition of groups is actively working to get rid of Channel One and other forms of commercialism in our Seattle schools and to preserve the integrity of the learning environment for our children and young people. We have recently done a Commercialism Walk-Through of 30 schools as a basis for developing a commercialism policy. By law, our children deserve an education -- not exploitation. Just because advertisers are eager to market their wares to a captive audience doesn't mean we, as parents, need to let them do so. Our children and their education should not be for sale. Parent Guide 1 7 Introduction PARENT INVOLVEMENT MAKES A DIFFERENCE! All over the country, parents, students, teachers and other community members are engaged in fighting commercialism in schools and making their schools more democratic in the process: 1 San Jose, California San Jose unplugs Channel One! After many years of debate and controversy including a legal dispute, Channel One's linchpin in California, Overfelt High School, canceled its contract with the program due to community protests. The victory made the front page of the San Jose Mercury News and was covered by Bloomberg Financial News. 1 Gainesville, Florida Gainesville pulls the plug! After many years of community opposition to Channel One, the Alachua County School Board voted unanimously to eliminate the program. The board cited concerns that Channel One violates students' constitutional rights; is technologically obsolete; and costs the district much more in lost learning time than the value of the equipment it provides. 1 Texas Texas says NO to Channel One! Thanks to parent activist Karen Miller who worked tirelessly for three years fighting Channel One, the tenth largest school district in Texas, Cypress-Fairbanks, voted not to renew its contract. Inspired by this decision, activists in Houston initiated efforts to remove Channel One from their district, the largest in Texas. Parents should not simply abandon their children to 'experts' to educate. We are partners in our children's education. We need to hold our schools accountable for providing an education that meets the needs of the children, not the needs of 'the bottom line of corporations'. As a parent, you have an important role in making our schools commercial-free zones. If you have been involved in either opposing commercialism or finding low-cost community solutions that do change education let us know! We are collecting photos and examples for our database, quarterly newsletter, and web-site. This parent guide will show you how to: I INFORM yourself and others about commercialism in your school I EDUCATE AND ACTIVATE your community about the issue of commercialism I ORGANIZE to create commercial-free schools Parent Guide 2 What do We Mean by Commercialism? A stack of free book covers distributed by the school counselors to help students ADVERTISING meet the school requirement of having book covers on all their books -- advertisements for McDonald's, Frito-Lay, and Nike. A 12-minute television program broadcast to 8 CHANNEL ONE million students at school each day, which includes two minutes of commercials for M&Ms, Reebok, the U.S. Army, etc. A school assembly to kick- off a fundraising campaign, at which the principal wraps COMMERCIAL FUND-RAISERS himself in the Fund-Wraps wrapping paper which the students will be asked by the PTA to sell to their family members and neighbors. 'Just for Her' product bags distributed to 6th grade girls at a school assembly: a 'Prom FREEBIES Checklist' plus free samples of Finesse shampoo, Secret deodorant, and Caress moisturizing body bar. A packet sent to teachers from the Hershey SPONSORED EDUCATIONAL video, lesson corporation plans, and handouts for MATERIALS students showing the role of chocolate in the food pyramid and the biography of Mr. Hershey. Parent Guide 3 Forms of Commercialism Consumers Union has categorized types of commercialism in schools as follows: I In-School Ads Advertisers place ads where students will see them on school busses, in the hallways, gym, counseling office, and lunchroom. They show up in lavatories and on book covers. In addition to advertising signs and wall displays, advertisers bring hundreds of thousands of product coupons and samples into the school buildings all over the country. Advertisements for Salon Selectives hair products can be found in hallways outside school gyms. I Ads in Classroom Materials and Programs Advertising signs and logos also show up in classrooms. Television commercials are broadcast daily to over 8 million public school students via the controversial 'news' program called Channel One. This programming, with very little breaking news, is a vehicle for two minutes of fast-paced commercials aimed at a captive teen audience. By requiring students to watch ads in school, the school gets the loan of video monitors in each classroom. I Corporate-Sponsored Educational Materials and Programs Teachers are inundated with free or inexpensive curriculum materials created and distributed by corporations and trade associations. These materials are usually biased and incomplete and often blatantly commercial. They take the form of teacher guides, videotapes, software, books, posters, workbooks, or other teaching aids. Consumers Union lists the Procter & Gamble educational packet, Decision: Earth, as 'so blatantly commercial and biased' that attorneys in 11 states were asked to investigate its truthfulness. I Corporate-Sponsored Contests and Incentive Programs Students and teachers often get the chance win prizes by selling commercial products (as 'fund-raisers') or by entering commercially-sponsored contests. The company gets demographic information for its marketing campaign as well as free exposure in the classroom, during assemblies, and in the school newsletters. Consumers Union discovered that The Eyes Have It! poster contest sponsored by Sears Optical required students to go to their local store to submit entries and pick up prizes. I Corporate-Sponsored Teacher Training Corporations and trade associations sponsor free or low-cost teacher training where teachers are given materials for the year on a subject such as science. Teachers attend summer workshops and receive in-service training that is often biased. 10 Parent Guide 4