Service for McWorld

Hello all,

I was recently reading the latest edition of Education Leadership
(Vol. 58, No. 2; Oct. 2000) and came across an article written by Alex
Molnar and Jennifer Morales titled, "Commercialism @Schools".  In the
article they report on research into the growing relationships
corporations are forming with schools.  They list a number of forms these
relationships may take, one of which are "Incentive Programs."  I'd like
to quote from this section of the article because I found that the example
they give of an "elaborate commercial incentive program" includes a role
that students from a local college played in the program.  It highlights
for me important issues pertaining to the role of what accounts for
legitimate "service," and how the lines between corporate public relations
and "good works" are getting blurrier by the second.  Here's some of the
text:

"The most elaborate commercial incentive program found by the Center for
the Analysis of Commercialism in Education (CACE) this year was developed
at Fleming Elementary School in Detroit, Michigan, which installed a Mini
McDonald's.  In exchange for reading, taking quizzes on books read, and
having good attendance, students earn the opportunity to buy meals
(shipped hot from a local McDonald's) at the Mini McDonald's.  Children
can apply at the school's "employment office" to serve the meals.  LOCAL
COLLEGE STUDENTS PAINTED A MURAL OF THE RESTAURANT'S CHARACTERS ON THE
CAFETERIA WALLS, and the school arranged McDonald's-related prizes in its
display case (Payne, 1999)." (Ed. Leadership p. 41) (Emphasis mine)

The point I'd like to raise here on this list pertains to the contribution
that the college students made to this endeavor.  It raises for me two
crucial questions:

1.) How often do service or service-learning projects that blur corporate
sponsorship with good works occur?  Do you have examples?
2.) Should projects of this nature occur?

I have many opinions about this, but I really wanted to hear what others
have to say.

Regards,

Chris Koliba, Ph.D.
John Dewey Project
University of Vermont