I am aware of the fact that Krispy Kreme isn't the first company adopting this strategy. But the actual Krispy Kreme issue is a direct result of allowing these comercial practices years ago. When decades ago schools started, for whatever reason, to allow corporate sponsorships into their schools, they could have foreseen that some of the products these companies are trying to sell have a (very) questionable effect on the health of children. Unfortunately, they didn't.
Parents send their children to schools not only because they want
their children to learn, but also because they have to
legally. Outside schools, children are already targetted massively by large corporations as the ones you mention, with TV
commercials, cartoons, billboards, etc. Schools should stick to their primary function: to teach children. To teach them about what life really
is about and what to expect when they grow up. Allowing corporate sponsors into the schools is allowing them into the classrooms and virtually substituting the teachers.
An 'education-world.com' 2000 report on this issue included the case of a Kansas company which developed a specialized marketing tool named "Kidsay". "Our ability to gain access to students through the Kidsay network is unprecedented. It has been proven that testing inside the school building provides a more comfortable and non-threatening environment in which children respond openly and easily to questions and stimuli."
Kidsay is not working for the school, for the students. The students are working for Kidsay, during school time, with the single objective of allowing the large corporations to adopt their marketing strategies aimed at these same children, so they can sell more and more. That's not education. That the prostitution of education.
This particular company's actual website (http://www.kidsay.com/
) hasn't really changed much. "Trend Tracker knowledge is gathered on kids' own turf, in the one place where they spend the most time congregating, socializing, influencing each other, and learning about the world: schools
Kidsay has a Sample Survey at their website http://www.kidsay.com/sample_survey_folder/sample_index.html
The survey is aimed at kids between 7 and 12 years which they invite to take the survey with attractive texts: "you are one of just a few kids who have been chosen to participate in this survey."
Now that's BS
, the more kids they get, the more reliable their info is.
Look at the following question of the sample-survey:
"-Do you own a CD Player?
-Do you have a MP3 player?
Now English isn't my first language, but shouldn't that be an
I am aware this is only a sample survey, but it is indicative of how Kidsay works and what questions kids are asked during school time
and, last but not least, for what purpose.