Academic journal article T H E Journal (Technological Horizons In Education)

Stadiums before Students? Businesses Invest Heavily in Sports Arena Advertising but Little in Education-Then Complain of an Unskilled Job Pool

Academic journal article T H E Journal (Technological Horizons In Education)

Stadiums before Students? Businesses Invest Heavily in Sports Arena Advertising but Little in Education-Then Complain of an Unskilled Job Pool

Article excerpt

US HIGH SCHOOL AND COLLEGE GRADUATES are not prepared for today's job market. HR officers tell us so time and again, and tech companies say they must continue outsourcing to foreigners because US students are deficient in technical skills as well as associated soft skills such as critical thinking and problem solving. So wouldn't it make sense for businesses to work closely with schools, to supplement classroom studies with internships or other programs designed to groom tomorrow's workforce?

Instead, companies seem to be supporting schools only in ways that guarantee them payback in advertising. For example, Rust-Oleum gave $100,000 to Vernon Hills High School in Illinois--for naming rights to its football field. ShopRite donated $100,000 to Brooklawn, NJ's Alice Costello Elementary School--for renaming its gym. In Grapevine, TX, companies supplement funds at public schools by paying for advertising space, not only at the school's stadium, but also on signs in the gym, over the school TV station, and on school buses. As critics point out, schools that make these deals are essentially forcing taxpayers to subsidize corporate advertising. …

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