My head is spinning from the crazy headlines in the paper yesterday, not just words on the screen but actual insanity in the world. There may or may not be a presidential debate, the government just seized WaMu in the biggest bank seizure in our history, the longest-running senator in the senate (from Alaska of course!) is being prosecuted for accepting $188,000 in home renovations as a gift, the U.S. troops and Pakistan are shooting at each other, the settlers in the West Bank have decided to crank up the violence, North Korea has basically put itself back at the top of the terrorist list (in an apparent attempt to get some f'ing attention around here), and Sarah Palin has managed to make herself look ten times more clueless this week than she was last week. And yet, the thing that horrified me the most was an article about a school program, in California of all places (god help us) where teenagers get to make ads for milk.
In a time when our country is fighting a war in two countries, our economy hovers on collapse, civil liberties are being curiously erased under our noses and we're two months away from one of the most critical presidential votes in decades, our kids are being taught "business" by learning how to sell milk to each other. Goodby, the ad agency behind this stroke of genius, will undoubtedly still collect their multimillion dollar fee while the kids do their work for free. The justification for this hideous waste of the student's time is that they're learning about business even though ad people are notoriously clueless in business matters. One teacher reports that her kids were "surprised to find that the executives they met this week are in the business world but 'had no business degrees.'" The "business world"? What is that, the place where people have jobs?
The milk board doesn't have any qualms about describing what they get out of the deal. They want more teenagers to drink milk and why not use our schools as a medium to disseminate product propoganda? The executive director explains that “They are a mysterious demographic and we want to reach them with an authentic voice in an authentic way.” And teach them about business, right?
Al Gore says in his book The Assault on Reason that since the prevalence of television over reading and the radio, in this country, the national debate has ceased to exist (although is arguably on the rise via the Internet). Communication now happens in one direction, from those who have millions of dollars to the rest of us, through the television. Watching on average over four hours a day of TV, Americans are stimulating the part of the brain that experiences instead of the part that processes, evalauates and interacts. Images flashing on the TV have a cumulative effect similar to brainwashing. Eckhart Tolle says when people watch TV they're still thinking but they're thinking the thoughts of the television. In Wall-e, we saw a futuristic version of people so focused on watching a world that didn't exist that they became obsolete. At the same time, the trend in advertising is for brands to be more interactive. The article calls it a move "from a top-down lecture into a two-way conversation." So the discourse about issues like war and economics and international relations is being replaced by 30-second ads while brands are managing to create conversations about their products?
In the film, The 11th Hour, a study is referenced that found college kids could identify 1,000 corporate logos but could not name 10 plants or animals native to their area. The film's interviewees all seem to agree on one seemingly radical idea. In a recent evaluation, it was determined that the earth provides goods and services worth $35 trillion a year, yet the combined economies of the world produced only half that at $18 trillion in 2006. That means the earth is twice as valuable to us as our economies and yet, every policy decision we make is to benefit the economy, not the earth. Even if it were possible to exist without nature or replace nature with technology, it would still cost us more than we have. Here's another radical idea. Wouldn't we be better off teaching our kids about how our planet works than blurring the lines between learning and selling, education and consumerism?
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