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Educating the Consumer Citizen : A History of the Marriage of Schools, Advertising, and Media - Joel Spring

Educating the Consumer Citizen

A History of the Marriage of Schools, Advertising, and Media


Published: 1st April 2003
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In "Educating the Consumer-Citizen: A History of the Marriage of Schools, Advertising, and Media, " Joel Spring charts the rise of consumerism as the dominant American ideology of the 21st century. He documents and analyzes how, from the early 19th century through the present, the combined endeavors of schools, advertising, and media have led to the creation of a consumerist ideology and ensured its central place in American life and global culture.
Spring first defines "consumerist ideology" and "consumer-citizen" and explores their 19th-century origins in schools, children's literature, the commercialization of American cities, advertising, newspapers, and the development of department stores. He then traces the rise of consumerist ideology in the 20th century by looking closely at: the impact of the home economics profession on the education of women as consumers and the development of an American cuisine based on packaged and processed foods; the influence of advertising images of sports heroes, cowboys, and the clean-shaven businessman in shaping male identity; the outcomes of the growth of the high school as a mass institution on the development of teenage consumer markets; the consequences of commercial radio and television joining with the schools to educate a consumer-oriented population so that, by the 1950s, consumerist images were tied to the Cold War and presented as the "American way of life" in both media and schools; the effects of the civil rights movement on integrating previously excluded groups into the consumer society; the changes the women's movement demanded in textbooks, school curricula, media, and advertising that led to a new image of women in the consumer market; and the ascent of fast food education. Spring carries the story into the 21st century by examining the evolving marriage of schools, advertising, and media and its ongoing role in educating the consumer-citizen and creating an integrated consumer market.
This book will be of wide interest to scholars, professionals, and students across foundations of education, history and sociology of education, educational policy, mass communications, American history, and cultural studies. It is highly appropriate as a text for courses in these areas.

Prefacep. ix
Horace Mann Meets the Wizard of Ozp. 1
Introduction and Overview of the Bookp. 1
Consumer-Citizen and Ideologyp. 4
Prelude to a Consumer Societyp. 6
Preparing a Consumer Public: Schools and Equality of Opportunityp. 8
Children Read About Wealth and Its Usesp. 10
19th-Century Protestantism and the Environmentp. 14
Protestantism and Urban Leisurep. 15
Creating a Consumer Public: Advertising and Newspapersp. 16
Newspapers, Post Office, Telegraph, and Advertisingp. 18
The Wizard of Oz and the Architecture of Desiringp. 22
Conclusion: Development of a Consumer Societyp. 26
Liberation With Jell-O and Wonder Bread: Educating the New Womanp. 28
The Consumer Woman and Brand Namesp. 28
Teaching Consumer Ideology: Home Economicsp. 31
Prepared Food and Women's Educationp. 36
Wonder Bread and Jell-O: Home Economics, the New Woman, and Social Reformp. 40
Making up the Modern Womanp. 44
Placing the Product in the Woman's Mindp. 47
Serving Whites: African Americans and Native Americansp. 49
The Irrational Consumerp. 50
Women's Fashions as Artificial Obsolescencep. 54
Equality of Opportunity and Consumptionp. 56
Conclusion: The Puritan and the Immigrantp. 58
Cowboys and Jocks: Visions of Manlinessp. 62
The Crisis in Male Identityp. 63
Spermatic Political Economy and Patriotismp. 66
The Spermatic Political Economy of High School Sportsp. 69
Sex Educationp. 73
High School Dances and Dating: Creating a New Consumer Marketp. 75
Patriotism and Economic Nationalismp. 80
The Clean-Shaven Businessman: Advertising Images of the New Manp. 84
The Cowboy Imagep. 89
Conclusion: Rudolph Valentino and the Eroticization of American Societyp. 90
Commodification of Leisure and Cultural Control: Schools, Movies, and Radiop. 95
Movies: Profit Versus Moral Instructionp. 97
Educators and Movies: Competition or Consumer Itemp. 101
Markets, Financing, and the Content of Moviesp. 102
Educators, Youth, and the Moviesp. 105
Movies and the Sexual Revolutionp. 108
Making Movies Safep. 110
The Triumph of Advertising: Commercial Radiop. 114
Consumerism, Crime, and Violence on Children's Radiop. 118
Making Commodified Leisure Safe for Americansp. 121
Conclusion: Controlling Commodified Leisurep. 123
The American Way and the Manufacturing of Consentp. 125
Selling the "American Way" in Schools and on Billboardsp. 126
Propaganda and Free Speech in Schoolsp. 128
Protecting Advertising and Linking Free Enterprise to Democracyp. 130
Rugg and Consumerismp. 133
Educating the Consumer-Citizenp. 135
The War of Economic Systemsp. 136
Civic Consumerism: The New Teenage Culturep. 139
The American Way: TV and Comic Book Codesp. 141
Textbooks and the Consumer Familyp. 146
The Male Warrior Protects the American Wayp. 147
Trapped in Textbook and Consumer Town: Women and the Lack of Independent Media Imagesp. 150
Conclusion: The American Wayp. 151
Participating in the American Dreamp. 154
The Coloring of Textbook Townp. 154
Beauty in the Public Mindp. 159
Integrating Consumer Markets: African-American Sport Stars Replace White Cowboysp. 160
Making Shopping Masculinep. 163
Liberating the Textbook Town Housewife for More Consumptionp. 164
Movies and the Racial Integration of Capitalismp. 166
Adding Color to TVp. 168
The Underclass and Big Bird: The Growth of a Common Media and Consumer Experiencep. 174
Conclusion: All People Can Consumep. 181
Sonya's Choice: Fast-Food Educationp. 182
Educating for Consumptionp. 183
Textbooks: Environmentalism as the New Enemyp. 184
Consumer Educationp. 185
Schooling Creates a Global Teen Marketp. 188
The Seduction of Childhoodp. 193
Memories and Critical Historyp. 200
Fast-Food Educationp. 201
Conclusion: Getting Coca-Cola Into the Classroomp. 206
Notesp. 209
Author Indexp. 236
Subject Indexp. 241
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780805842746
ISBN-10: 0805842748
Series: Sociocultural, Political and Historical Studies in Education
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 267
Published: 1st April 2003
Publisher: Taylor & Francis Inc
Country of Publication: US
Dimensions (cm): 22.9 x 15.2  x 1.27
Weight (kg): 0.39
Edition Number: 1