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ERIC Number: ED437916
Record Type: Non-Journal
Publication Date: 1999-Apr
Pages: 12
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Integrating the Schoolhouse and the Marketplace: A Preliminary Assessment of the Emerging Role of Electronic Technology.
Molnar, Alex
This paper focuses on how, by reinforcing and exploiting the emphasis on electronic technologies in school reform, marketers are integrating school children into the advertising and marketing system. The ZapMe! program is a for-profit venture that proposes to derive its profits from activities that link the academic activities of schools and the marketing activities of corporations in a seamless web. The ZapMe! Corporation provides computer labs and Internet access to K-12 schools in return for advertising or promotional access to students and their families, is used to illustrate how technology and commercialism are being linked in school reform. The following problematic aspects and policy issues related to the ZapMe! program are described: (1) hardware and software provided by ZapMe! may not be the best or most appropriate; (2) the financial relationship between ZapMe! and corporations that provide educational content raises the issue of bias; (3) the extent to which ZapMe! is used for required lessons is the degree to which students are forced by school authorities to view certain favored commercials; (4) the provision of student demographic information to special interest raises privacy concerns; (5) ZapMe! requires that participating schools provide use of its equipment during after-school hours for community education, corporate training and/or testing purposes; (6) schools are required to distribute marketing materials designed by ZapMe! sponsors for students to take home with them; and (7) ZapMe! Points Program prizes are sent directly to students' homes. (Contains 19 references and a flow chart explaining the process.)(MES)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A