ERIC Number: ED446343
Record Type: Non-Journal
Publication Date: 1998-Aug
Reference Count: N/A
Sponsored Schools and Commercialized Classrooms: Schoolhouse Commercializing Trends in the 1990's.
This report analyzes commercializing trends in America's schools and classrooms, using data from database searches in seven categories of schoolhouse commercialism in the period 1990-97. The number of citations relating to commercializing activities can provide only a rough approximation of the scope and development of the phenomenon. The number of citations reporting commercial activities in the schools has increased 154 percent--suggesting that the 1990s have become the decade of sponsored schools and commercialized classrooms. The largest area of schoolhouse commercialism appears to be sponsorship of programs and activities (199 percent increase). The fastest growing commercial activity appears to be exclusive agreements between schools and bottlers, sports apparel manufacturers, and other firms (495 percent increase). An emerging category of school commercialism is electronic marketing, which includes television, radio, and the Internet/World Wide Web. The categories of sponsored educational materials and incentive programs are well-established commercial categories. The number of citations describing sponsored educational materials grew 313 percent. Despite the pervasiveness of commercialism and its growth, the education press has had virtually nothing to say about the issue. An appendix lists sources, search strategies, search terms, and data tables. (Contains 101 references.) (DFR)
Descriptors: Advertising, Elementary Secondary Education, Merchandising, News Media, Private Sector, Privatization, Public Schools, School Business Relationship
For full text: http://www.uwm.edu/Dept/CACE/.
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Wisconsin Univ., Milwaukee. Center for the Analysis of Commercialism in Education.