Peter Greene read the article in the New York Times about the new trend to introduce brands into the classroom and imagined what the classroom of Tomorrow would look like.
He begins:
“Good morning,children, and welcome to today’s classes in the Mr. Edbrand Fifth Grade Room, brought to you by Exxon here at Apple Elementary School. I’ll remind you that all Samsung devices and Microsoft Surface tablets must be placed in the big box just outside the door. As usual we’ll be recording and webcasting today, and only properly sponsored materials can be shown on camera.
“Oh, Chris– you brought in your signed clearances from home? Excellent– you can finally move your desk out of the cupboard and join your classmates on camera.
“Today we’re going to continue working on this week’s essay, “Why Pepsi Is the Most Refreshing Drink.” Remember, we’re going to be writing them with the new Edutech Markotron 5000s that came in yesterday. No, Ronny– you’re trying to hold your Markotron like a pen or pencil– just flip your wrist so your hand is upside down and backwards– the Markotrons work fine if you just change the way you write. At recess we’ll be trying out the new game from EduGo– did everyone sign their decline-of-liability forms? And while at your work stations, remember not to slouch so that the new DataGrabber Mining Module can track every part of your facial expressions.
“I’ll also remind you that part of your class requirement is to post a picture from class on Instagram or Twitter; remember, you only get credit if you use the hashtag #MrEdbrandTeaches, because every day what…? That’s right– “Every day I’m increasing my digital footprint.”

Diane I remember some years back at a high school (if I remember correctly, in Maryland), the Coca Cola company sponsored a T-Shirt day at the school where everyone was given a Coca Cola branded T-shirt to wear on one day; whereupon one student came to school wearing a Pepsi shirt.
The principal, instead of using the situation to teach to the whole idea of democracy (or some aspect of it, like free speech, for instance) reprimanded the Pepsi-student and sent him home. And that’s the real lesson; the insidiousness of privatization and the mind-erasing influence of “branding” especially but not only in a social arena.
(Full disclosure: the companies could have been reversed–I cannot remember the details but took mental note of the political implications of the whole thing. Considering my reading habits at the time, over 15 years ago, it could have been in the Washington Post.)
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The state was Georgia. You have the gist of the story right. I mentioned it in a talk around 2000. Here is an update.
Catherine. Good memory. I mentioned this episode in a conference talk around 2000. And there is a link here to the incident with some commentary on how the NY Times failed to do some fact-checking. Actually, two students wore a Pepsi T shirt on Coke day.
https://np.reddit.com/r/todayilearned/comments/3nzcgi/til_in_1998_a_georgia_high_school_student_was/cvsxqep/
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Laura H. Chapman At least I remembered the substance. Thanks for the update/citation.
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Laura H. Chapman BTW, I remembered the Pepsi/Coke branding thing because I used it as an example in my ethics classes at the University circa that time. I thought it remarkable at the time, but didn’t know how pervasive it was or would become.
Like with that principal, who seemed not to be able to see through the corporate weeds (and probably dollars) to get to the political implications of his oversight for education, there seems to be a “blankness” or concerted “forgetfulness” afoot in the land. But branding in education is “The Big One.”
This is not new either: Advertising is taking over every human symbol we have, like Suburu for “love,” and some other car for “soul.” Not to mention the “liberty” insurance ads set in front of Lady Liberty. We are literally saturated with branding–to the point that there is hardly nothing left to think about that doesn’t have a corporate brand associated with it. I’ve been sick-to-death of it for a very long time.
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Ah . . . . Yes! The merchandising and marketing of pedagogy. Perfect for the capiltalism-on-sterioids-and-cocaine the USA has become.
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Not at all far fetched description. Sick.
Do corps. really care about this Earth and it’s inhabitants? Answer: NOPE!
The CEO’s are shortsighted and only care about the quarterly reports. They need their trophy brides, many luxury cars, several mansions, high class vacations, and private schools.
The RICH live in a bubble, have no clue and don’t care. They talk to each other in this “Club for the Rich.”
Update:
Yesterday I actually received yet ANOTHER “bubble-in” questionnaire from the DNC “NOT asking for money.” Shock! BUT STILL DISAPPOINTMENT.
On this bubble-in questionnaire, still NOTHING about supporting our public schools and public school teachers. So I wrote back like I normally do telling the sender to: Support Our Public Schools & Public School Teachers. I am disgusted with those in office. They live in a ridiculous bubble. I call them “Bubble Heads.”
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Oh, God. Help, get me out of here. The design for the future to make money for products is high definition gross.
Think about how much corporate influence in healthcare has done to disable the medical establishment. Doctors are under the thumbs of drug companies. NIH is working to promote all types of drugs. There is profit to be made.
Corporations will do anything to make money. Screwing the population is nothing new. It is just creeping into education. This has to be stopped.
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carolmalaysia Stopping point: The consciousness of on-the-ground people; namely, parents, teachers, administrators, school board members (that is, who are not already “bought and paid for”).
Diane How about the Network calling for money to develop a national-reaching, professionally developed, long-running ad that speaks DIRECTLY to those people, briefly but clearly distinguishing public from private, saying what’s going on, and what’s at stake for our/their children?
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Our schools need to be protected from these predators.
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Long ago, the brilliant poet and critic Randall Jarrell wrote that in the future parody will become impossible because the objects of it already parody themselves far better than any writer can. Many thanks to Peter Greene for making the attempt to keep ahead of the self-parodying folks who are trying to turn humane, transactional education into robo-teaching,.
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“Parody Trumped”
Parody pales
Compared to the real
Parody fails
When Trump has appeal
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I will serve as your straight man any time, SomeDAM. Well done.
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Don’t forget the utility companies! Duke Energy has their paws in everything, including sponsoring alternative certifications programs. They’ve got the teacher bought and paid for from day one. https://news.duke-energy.com/releases/releases-20170530
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Add a dose of standardized test obsession to this rendition of the classroom of the near future. I found this from across the pond today interesting:
https://www.theguardian.com/education/2017/sep/04/calls-for-inquiry-into-grammar-school-that-unlawfully-excluded-students
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Some years back, I read ‘Infinite Jest’, by David Foster Wallace. A rather fat book, and (warning) about the pressures imposed by tennis coaches on young people, girls in particular. I had been a tennis coach (girls), and it eased me into the plot.
But, he was placing his novel in the ‘future’. Now, that future hi envisioned has come into reality so quickly, and in such a stark manner, that if you read ‘Infinite Jest’ today, you may simply shrug your shoulders.
We have prophets among us, but their voice is drowned out by the cacophony of commerce.
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What a funny, disturbing, crazy, exasperating, and strangely prophetic book that is. I’m three hundred pages or so into it and will cudgel my brains with the rest it one day and join that select society of folks who have actually finished it.
Terrible that those who loved Wallace couldn’t keep him with us. My gorge rims at it. Several times, I had my students read or listen to his breathtakingly beautiful commencement speech, “This Is Water.” It killed me, each time, to think that the fellow who wrote that could not find it in himself to stay with us.
What a talented young man he was. His freaking undergraduate philosophy thesis was better than most professional philosophers’ mature work. Reading his collections of essays is like walking a shore strewn not with shells but with precious gems and live ordinance. His little book on the mathematics of infinity, a heady brew.
This guy actually was a genius, a man of infinite jest. Where be your gibes now, David? your gambols? your songs? your flashes of merriment,that were wont to set the table on a roar?
What a loss.
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Tens of millions of public school kids go back to school today and here’s what the US Department of Education is working on:
Betsy DeVosVerified account
I commend @GovRauner and @ISBEnews for their leadership in making Illinois the 18th state to adopt a tax credit scholarship program.
Not a word about public schools, in Illinois or anywhere else. Not rural schools, not urban schools, not rich schools or poor schools- if it’s a public school it’s excluded. Public school families are completely ignored- it’s as if we don’t exist.
And you’re all paying for this.
Has DeVos met with a single public school parent since she started? How does a federal agency get so completely captured they exclude 90% of US families and that’s business as usual?
They’re irrelevant to 90% of people.
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There are 550 pages in the Illinois school funding bill. The bill affects every public school family in the state.
They get ONE sentence in this story about “public school funding”:
http://abcnews.go.com/Politics/wireStory/private-school-tax-credit-surprises-riles-illinois-49596870
The public schools are an afterthought- I’m surprised anyone bothers to mention them at all.
This is what capture by ed reform looks like- the entire debate is hijacked and the vast majority of families are ignored.
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