ISSUE 42 • DECEMBER 2007
Commercialism in Schools Saying No to ‘Free’ Computers
FEATURES New Boards of Management The Tánaiste Programme for Newly Appointed Deputy Principals Exceptionally Able Students Detecting Drugs in Schools Devolved Grants Performance Management In Schools: A New Zealand Principal’s Perspective Director: Seán Cottrell director@ippn.ie President: Larry Fleming president@ippn.ie Editor: Damien White editor@ippn.ie Assistant Director: Virginia O’Mahony Advertising: marketing@ippn.ie Irish Primary Principals’ 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 Principals’ Network ISSN: 1649 -5888 Design and print: Brosna Press 090 6454327 • 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 ‘free’ equipment to schools –a basic PC is only ‘free’ where a school produces evidence of €215,000 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 • The more we continue to collect vouchers and tokens, the more we perpetuate the under funding of primary schools • The facts show that massive increase in sales volume is the main motivation behind all such schemes. • Principals and teachers should never try to influence what parents buy or where they shop. • Small, Special and Disadvantaged Schools cannot compete in these inequitable schemes. • Voucher collection boxes and target charts have no place in primary schools. • 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 O’Mahony Seán Cottrell President Assistant Director Director
Guímid Nollaig faoi mhaise ar mhúinteoirí uile na h-Éireann agus ar gach duine a shaothraíonn chun tairbhe an oideachais in Éirinn. Beannachtaí ar leith dhaoibh a Phríomhoidí agus Phríomhoidí Thánaisteacha Bunscoile na tíre. Rath Dé ar an obair tábhachtach atá idir láimhibh agaibh. PAGE 1