Academic journal article et Cetera

Harvesting Minds: How TV Commercials Control Kids

Academic journal article et Cetera

Harvesting Minds: How TV Commercials Control Kids

Article excerpt

Roy F. Fox. Harvesting Minds: How TV Commercials Control Kids. Westport, CT: Praeger, 1996.

George Gerbner, of the Annenberg School of Communication, writes in the foreword to this book, "What happens when the historically protected and increasingly valuable sphere of the public classroom is invaded by the very images and messages that it should help students evaluate?" That question is answered by Roy F. Fox, a teacher at the University of Missouri, who spent two years interviewing over 200 students attending Channel One schools to see how they responded to ads shown in school. Channel One, the brainchild of Christopher Whittle, works like this: the company provides approximately $50,000 worth of such hardware as color TVs, VCRs, and a satellite dish to the school. The school, in turn, agrees that 90 percent of its students will watch Channel One for 92 percent of the on-air time. The Channel One programs and commercials are geared to young audiences and its production techniques resemble those of MTV. More than 8 million students in 40 percent of America's schools watch TV commercials daily as part of Channel One's programming. …

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