ISSUE 42 âą DECEMBER 2007
Commercialism in Schools Saying No to âFreeâ Computers
FEATURES New Boards of Management The TĂĄnaiste Programme for Newly Appointed Deputy Principals Exceptionally Able Students Detecting Drugs in Schools Devolved Grants Performance Management In Schools: A New Zealand Principalâs Perspective Director: SeĂĄn Cottrell director@ippn.ie President: Larry Fleming president@ippn.ie Editor: Damien White editor@ippn.ie Assistant Director: Virginia OâMahony Advertising: marketing@ippn.ie Irish Primary Principalsâ Network Glounthaune, Co Cork T: 353 21 452 4925 F: 353 21 435 5648 The opinions expressed in Leadership + do not necessarily reflect the official policy or views of the Irish Primary Principalsâ Network ISSN: 1649 -5888 Design and print: Brosna Press 090 6454327 âą info@brosnapress.ie
The promotion of commercial products, aimed at a captive audience of children in schools, contravenes and undermines many of the core values of education. With children influencing up to 80% of household purchases, corporations are more than anxious to get into our classrooms to influence future consumers from an early age. Principals and teachers, by their influence and example, promote values of integrity, dignity, honesty and respect. Materialism drives marketing which exploits children by using them as consumers. This seriously undermines the value system of the school. The dignity of the child is demeaned as he/she is conditioned towards a culture of materialism at a vulnerable age. It also undermines our ability to teach children the essential skills of critical thinking and discernment, enabling them to make wise choices in life. Many ethical questions arise from marketing directed at children in school. The child is exposed to advertising in the classroom, a setting that should be exclusively educational. Parents and teachers may be unaware of the impact of subliminal messaging. The emotional and spiritual development of the child may be put at risk through the portrayal of instant gratification as a definition of happiness. So why do schools co-operate with such activities? An IPPN survey of 320 schools carried out in October and November gives a clear answer. Lack of funding is the reason why schools ask children to collect vouchers and tokens to acquire computers and sports equipment. These schemes mislead schools into believing the marketing myth that supermarkets are giving âfreeâ equipment to schools âa basic PC is only âfreeâ where a school produces evidence of âŹ215,000 worth of shopping.
IPPN acknowledges that many businesses, large and small, are benevolently supporting schools without using children for marketing purposes. Notwithstanding such genuine philanthropy, the IPPN Executive strongly recommends that Principals and Deputy Principals no longer participate in voucher redemption schemes which use children as marketing agents. The reasons for this recommendation are âą The more we continue to collect vouchers and tokens, the more we perpetuate the under funding of primary schools âą The facts show that massive increase in sales volume is the main motivation behind all such schemes. âą Principals and teachers should never try to influence what parents buy or where they shop. âą Small, Special and Disadvantaged Schools cannot compete in these inequitable schemes. âą Voucher collection boxes and target charts have no place in primary schools. âą Collecting and counting vouchers and tokens demean the role of Principal. Principals are now asking for a National Code of Practice to protect children in school from the dangers of product marketing. Such a Code of Practice would also suggest good practice for businesses and commercial enterprises who wish to support schools locally or nationally and to "give something back". Education is about enabling children to be critical and discerning thinkers. Business is about making money. There are ways in which business can support schools and children but not in by using cynical, market driven, brand building promotions. Is muidne le meas Larry Fleming Virginia OâMahony SeĂĄn Cottrell President Assistant Director Director
GuĂmid Nollaig faoi mhaise ar mhĂșinteoirĂ uile na h-Ăireann agus ar gach duine a shaothraĂonn chun tairbhe an oideachais in Ăirinn. BeannachtaĂ ar leith dhaoibh a PhrĂomhoidĂ agus PhrĂomhoidĂ ThĂĄnaisteacha Bunscoile na tĂre. Rath DĂ© ar an obair tĂĄbhachtach atĂĄ idir lĂĄimhibh agaibh. PAGE 1