Channel One Television Vs. Education
by Mischa Gelman
(published 10/13/00)

  If there's one thing wrong with America's kids, it is that they don't
get enough television! Think this is a dumb idea? Good - I agree.
Unfortunately, some folks seem to think kids don't get enough TV at home
and need it pumped into them in the classroom. Hence we now have something
called Channel One Television, which is beemed into classrooms nationwide
and watched by 8 million students daily. The lessons that the students
are taught by Channel One are ones we shouldn't want taught to anyone, let
alone those most susceptible to such teachings.
  American kids need to be taught to maintain a healthy diet. Channel
One is filled with advertisements for Twix, M&M's and Mountain Dew. How
will we fight rising obesity when our schools offer junk food promos? 
  American kids need to be taught math, reading, science and history in
school. Channel One robs students and teachers of one full week of
class time per school year. How can our teachers do their job when a
television is intruding into their activities and depriving them of
necessary time to teach their pupils?
  American kids need to be taught to avoid peer pressure and be happy
without relying on outside sources of gratification. Channel One's
commercials teach otherwise. Neil Postman and Steve Powers write that
"There are no simple or fast solutions to life's important
problems;specifically, there is no chemical that can make you
desirable:attractiveness must come from within. This idea, which is a
commonplace in the Judeo-Cristian tradition, is the exact opposite of what
almost all commercials teach." In other words, "Thou shalt not" directly
conflicts with "Just Do It" - let's follow the Bible rather than the
gospel of Nike. Kids watching Channel One get a full days worth of
advertisements on top of all the consumerist teachings they receive when
watching TV at home. Heck, even the former president of Channel One admits
that admen have a great platform for brainwashing kids - "The biggest
selling point [is]...we are forcing kids to watch two minutes of
commercials (a day)."
  American kids need to watch less television. The average American child
spends approximately a fifth of their awake hours watching television -
the American Academy of Pediatrics, meanwhile, recommends at most 1 or 2
hours of quality programming daily. It argues that television is
detrimental to the health of kids and especially discourages advertising
to those under age 8, something Channel One regularly does. The Academy
warns us that those that young are "unable to understand the intent of
advertisements" and that ads aimed at that age group "is inherently
deceptive and exploits children under 8 years of age." Studies have often
linked television to reduced reading, increases in obesity and increases
in violent actions. Is that what we want American children to be exposed
to in the very institution that should be teaching them reading, proper
nutrition and morality? 
  Joining in the brainwashing recently have been the computer-peddlers.
The ZapMe! Corporation has contracts with 6,000 schools to provide
computers at no cost. The catch? The school releases personal information
to ZapMe! and its advertisers, the students are required to use the
computers four hours per day (though research has not verified any
improvement in school performance as a result of computers),
advertisements flood the screen during those four hours and the school is
forced to give out promotional materials to the students. Who needs 2
minutes of ads a day when you get 4 hours plus take-home packets plus
violation of privacy?
   Thankfully, some folks have the backbone to stand up to the admen.
Conservatives like Phyllis Schlafly and Left-wingers like Ralph Nader are
working together to preserve the education of the American child. To find
out more, you may visit http://www.essential.org/alert/, which has
archived several of the columns that came in handy for this article.

  Mischa Gelman thanks Ralph Nader for standing up for kids, something
below Bush and Gore, who would seemingly rather kneel to corporations
than stand up for anything.