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

Documents, analyzes, and presents an historical argument to explain how schools, sdvertising, and media have together created a consumerist ideology that is central in American life and the driving force of the global ecomomy.

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Contents

Preface ix

1 Horace Mann Meets the Wizard of Oz 1

Part One: Introduction and Overview of the Book 1

Consumer-Citizen and Ideology 4

Part Two: Prelude to a Consumer Society 6

Preparing a Consumer Public: Schools and Equality of Opportunity 8

Children Read About Wealth and Its Uses 10

19th-Century Protestantism and the Environment 14

Protestantism and Urban Leisure 15

Creating a Consumer Public: Advertising and Newspapers 16

Newspapers, Post Office, Telegraph, and Advertising 18

The Wizard of Oz and the Architecture of Desiring 22

Conclusion: Development of a Consumer Society 26

2 Liberation With Jell-O and Wonder Bread: Educating the New Woman 28

The Consumer Woman and Brand Names 28

Teaching Consumer Ideology: Home Economics 31

Prepared Food and Women’s Education 36

Wonder Bread and Jell-O: Home Economics, the New Woman, and Social Reform 40

Making up the Modern Woman 44

Placing the Product in the Woman’s Mind 47

Serving Whites: African Americans and Native Americans 49

The Irrational Consumer 50

Women’s Fashions as Artificial Obsolescence 54

Equality of Opportunity and Consumption 56

Conclusion: The Puritan and the Immigrant 58

3 Cowboys and Jocks: Visions of Manliness 62

The Crisis in Male Identity 63

Spermatic Political Economy and Patriotism 66

The Spermatic Political Economy of High School Sports 69

Sex Education 73

High School Dances and Dating: Creating a New Consumer Market 75

Patriotism and Economic Nationalism 80

The Clean-Shaven Businessman: Advertising Images of the New Man 84

The Cowboy Image 89

Conclusion: Rudolph Valentino and the Eroticization of American Society 90

4 Commodification of Leisure and Cultural Control: Schools, Movies, and Radio 95

Movies: Profit Versus Moral Instruction 97

Educators and Movies: Competition or Consumer Item 101

Markets, Financing, and the Content of Movies 102

Educators, Youth, and the Movies 105

Movies and the Sexual Revolution 108

Making Movies Safe 110

The Triumph of Advertising: Commercial Radio 114

Consumerism, Crime, and Violence on Children’s Radio 118

Making Commodified Leisure Safe for Americans 121

Conclusion: Controlling Commodified Leisure 123

5 The American Way and the Manufacturing of Consent 125

Selling the “American Way” in Schools and on Billboards 126

Propaganda and Free Speech in Schools 128

Protecting Advertising and Linking Free Enterprise to Democracy 130

Rugg and Consumerism 133

Educating the Consumer-Citizen 135

The War of Economic Systems 136

Civic Consumerism: The New Teenage Culture 139

The American Way: TV and Comic Book Codes 141

Textbooks and the Consumer Family 146

The Male Warrior Protects the American Way 147

Trapped in Textbook and Consumer Town: Women and the Lack of Independent Media Images 150

Conclusion: The American Way 151

6 Participating in the American Dream 154

The Coloring of Textbook Town 154

Beauty in the Public Mind 159

Integrating Consumer Markets: African-American Sport Stars Replace White Cowboys 160

Making Shopping Masculine 163

Liberating the Textbook Town Housewife for More Consumption 164

Movies and the Racial Integration of Capitalism 166

Adding Color to TV 168

The Underclass and Big Bird: The Growth of a Common Media and Consumer Experience 174

Conclusion: All People Can Consume 181

7 Sonya’s Choice: Fast-Food Education 182

Educating for Consumption 183

Textbooks: Environmentalism as the New Enemy 184

Consumer Education 185

Schooling Creates a Global Teen Market 188

The Seduction of Childhood 193

Memories and Critical History 200

Fast-Food Education 201

Conclusion: Getting Coca-Cola Into the Classroom 206

Notes 209

Author Index 236

Subject Index 241

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