Rethinking Media and Popular Culture book: Why I Said No to Coca-Cola
This blog post is about the chapter I read titled Why I Said No to Coca-Cola. This was a very interesting reading because it gives insight about the late 1990's where a three Colorado school districts approved a 10-year million deal with Coca-Cola which was met with unanimous approval except for one dissenting vote. The author, was the only board member to be against this deal and vote against contract. The author express concern about the schools becoming brokers for advertising space and intermediaries in merchandising products for students. The author was also concerned with the potential influence influence of private companies on educational goals.
Private companies can have a potential influence in shaping students' attitudes and loyalties. Another concern raised by the author is the floodgates of consumerism that would open if schools engage in marketing and distribution. One argument that was pose was that education should offer more than material wealth, which the author makes a point to show that it is unethical to view students a captive audiences for marketing efforts.The author also believes that relying on commercial sales for income is a cop-out and send the wrong message to legislators and the public. The signing of contracts with corporate giants would undermine the need for legislators to prioritize funding in public schools.
Although people might think that the decision to sell soda in schools seemed insignificant, there could be potential consequences 20 years from now so it is important for school board members to highlight their priorities. In my opinion big corporate companies conduct a well stablished study to benefit their pockets in any action they do. Coca-Cola tried to get money and marketing by giving Cristiano Ronaldo a drink during a news interview and he declined it and said how he does not like soda and the corporate stocked fell.
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