ERIC Number: ED273554
Record Type: RIE
Publication Date: 1986
Reference Count: 0
Commercial and Advertising Content in Free Consumer Curriculum Materials.
The results of the first systematic content analysis of free consumer curriculum materials indicate the extent to which such business sponsored materials are an advertising vehicle for their producers. The business sponsored materials in this sample of 116 items contain nearly twice as many advertising statements as the non-business materials. Reference to company and brand/model logos and names averaged 82 per item in the business sponsored materials. It is clear that these materials are largely vehicles for advertising and are not primarily intended to serve an educational function. Curriculum policy makers can no longer ignore the commercialization of their curricula through use of business sponsored materials. Efforts should be made to develop and disseminate to classroom teachers and policymakers improved guidelines for evaluating free consumer curriculum materials. (BZ)
Publication Type: Reports - Research; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the American Educational Research Association (67th, San Francisco, CA, April 16-20, 1986).