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Harvesting Minds: How TV Commercials Control Kids by Roy F. Fox

Harvesting Minds: How TV Commercials Control Kids

by Roy F. Fox
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Book cover type: Hardcover
  • ISBN13: 9780275952037
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Praeger Publishers
  • Publisher Imprint: Praeger Publishers
  • Publication Date:
  • Pages: 232
  • Original Price: GBP 75.0
  • Language: English
  • Edition: N/A
  • Item Weight: 549 grams
  • BISAC Subject(s): Life Stages / School Age, Media Studies, and Curricula

From the Back Cover
What happens when kids are held captive to an endless stream of MTV-like television commercials? Armed with a tape recorder, Roy F. Fox, a language and literacy researcher, spent two years interviewing over 200 students in rural Missouri schools. Why? Because more than 8 million students in 40% of America's schools, every day, watch TV commercials as part of Channel One's news broadcast. Students read commercials far more often than they read Romeo and Juliet. These ads now constitute America's only national curriculum. In this ground-breaking study, Fox explores how these commercials affect kids' thinking, language, and behavior. He found that such ads do indeed help shape children into more active consumers. For example, months after a pizza commercial had stopped airing, students reported that one brief scene showed a couple on an airplane. The plane's seats, students noted, were "red with little blue squares that have arrows sticking out of them". Also, kids "blurred" one type of TV text with another, often mistaking Pepsi ads for public service announcements. Kids "replayed" commercials by repeating or reconstructing an ad in some way - by singing songs, jingles, and catch-phrases; by cheering at sports events (one crowd at a school football game erupted into the Domino's pizza cheer); by creating art projects that mirrored specific commercials, and even by dreaming about commercials (the product, not the dreamer, is the star).

Fox, Roy F.: -

ROY F. FOX teaches at the University of Missouri-Columbia, where he also directs the Missouri Writing Project. He is the author of Technical Communication: Problems and Solutions (1994) and editor of Images in Language, Media, and Mind (1994). He has published numerous articles and chapters on thinking, visual/media literacy and culture.

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