The Liberal Gun Club Forum

Let's say you're the CEO of McDonald's. You know kids love to eat your food, but their pesky teachers keep telling them it's not healthy. Don't worry! You have options.

Scholastic (the company that publishes tons of children's books) has a program where companies like McDonald's, the American Coal Foundation, and SunnyD can pay to have teachers teach kids about their products to create "brand awareness" and "consumer loyalty."

It's called Scholastic InSchool Marketing –– and it has nothing to do with education.

Here's how the program works: A corporation gives Scholastic a pile of money. In turn, Scholastic creates a curriculum designed to further "client interests," cleverly masked as actual learning opportunities for students. (For example, Scholastic sometimes says these materials will help improve students' scores on standardized tests.)

According to Scholastic, this program reaches more than 66,000 classrooms.

Some terrific groups (including the Campaign for a Commercial-Free Childhood and Rethinking Schools) are fighting hard to end Scholastic InSchool Marketing. This week, they had a big win when Scholastic agreed to stop selling its "United States of Energy" curriculum (paid for by the American Coal Foundation) which teaches 4th graders about the benefits of coal while hiding all the risks to public health.

Paladin wrote:Yep happens a lot. Not only with scholastic. I had a citrus fruit tasting in my room this year where the kids tried different oranges but it was cuties that were the underlying theme. To expose the kids to good things you have to get dirty. I teach an economic awareness program that is flooded with bank of America stuff.

rolandson wrote:I remember 'Weekly Reader' and I remember that I hated it.