Re: Service for McWorld

Folks,

Nan asked me to forward her reply to the rest of the list, so here it is.

Just to add, some of you may feel that the example is obviously not a
service-learning project, but I would add that the college students were
probably conducting their service to the school and not McDonalds.  I
think this example, though, stresses the importance of reflection, and I
think is a wake-up call to all of us that these lines between for-profit
and non-profit  are blurring.  

I personally, feel that the service-learning movement (if indeed we see it
as a social movement) need to be clear to our students and our community
partners about the values we are trying to hold to.  It may mean, as in
the case of the school that has developed this relationship with
McDonalds, that we say "no" to some requests on the basis of our
convictions.  I'm curious what others have to say on this.

Cheers,
Chris

On Wed, 25 Oct 2000, NAN OTTENRITTER wrote:

> Christopher,
> Thanks for the posting.
> I share your concerns as well.
> I feel that the shift in culture that is happening right under our feet is 
>momentous and often unrecognized.
> We are shifting from nation states to corporate states.
> I was riding my bike the other day and was noticing how many of my activities 
>involve products that are labeled - my bike, my socks, my shoes, my pump, my 
>waterpack, my biking shorts, my biking jacket, my helmet, my 
>gloves...............
> Companies aspire to have their products become generic names - like Band Aid 
>and Zerox.
> And the way to fuel all of this is through the schools. 
> I don't know a lot about marketing, but I assume that when you create brand 
>loyality at an early age you not only acustom people to a process (i.e. a 
>drive-through at McDonald')  but a product as well (the fries!)
> i don't know what to do about this shift.
> Hope that corporations have large corporate giving and service programs? 
>Which some do.
> All I feel is that we can't buck this trend and that the best we can do is 
>somehow shape it in healthy ways (salads at McDonalds?) and shape it to 
>support those groups not in the inner corporate circle?
> I don't know. Just musing on paper here.
> What do the rest of you think?
> Nan Ottenritter
> American Association of Community Colleges
> 
> 
> >>> "Christopher J. Koliba" <ckoliba@zoo.uvm.edu> 10/23/00 15:57 PM >>>
> 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 ike
> 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
> 
> 
> 
>