We frequently hear critics argue that U.S. students can’t write well and that there is a “literacy crisis” in the U.S. What is the origin of these discourses? What do they have to do with immigration, national security, and economics? How does the notion that Americans can’t write drive the national push to test writing? Here we explore the history of writing and testing in the U.S., the “science” and technology of testing approaches, and how the rhetoric of assessment impacts the lives of Americans today.

Monday, March 21, 2011

Quick-Read Gimmicks = Weight Loss Gimmicks?

I was just reading Conor's post with the YouTube links to Hooked on Phonics and Your Baby Can Read!, and I remembered another similar commercial most of you have probably heard of:


And after watching this and the other commercials, it really struck me how similar the advertising techniques in these commercials were to the weight loss gimmicks we have all seen a million times over. Part of it could just be the advertising itself, but it really makes me wonder what these products really say about American society in the context of education. Granted, we all know we're a culture fascinated and propelled by speed: e.g. It's my money and I NEED IT NOW!!! But does literacy and education transcend into this culture? Like weight loss gimmicks, people share their testimonies for success and encourage you to "jump on the bandwagon." And then they try to sell you with free gifts and put a time limit on the time you can call to receive free shipping.

Obviously these programs and products haven't moved to replace the educational system, but I am sure that with time, as culture and society becomes more and more obsessed with speed and effectivity, literacy could fall victim to the system.

So if literacy can be ordered via a 1-800 number or clicked into your virtual shopping cart, arrive on your doorstep in a pre-packaged, tested and proven product, what does this say about the future of education, of teaching, and of literacy in general?

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1 comment:

David T. said...

I think these advertisements speak less to the future of education but more towards the idea of education in the future as a business. As we learned early this year in class, there is a lot of money in testing and standardized, mandatory tests have been becoming more numerous ever since businesses like the College Board were established. We always talk about the responsibility of teachers as the people who will deliver the next generation of bright individuals, but when it comes down to it, educator is just a job to some people. Of course, most teachers really do care about their work. However, I feel that in our society, the love for money can outweigh what is morally right. With the recent budget cuts for higher education, and most likely the rise of tuition costs, we should be wary of where the money is going. I don't mean to assert that all educational institutions are corrupt. Instead, I think it is necessary that education in the future be centered in the classroom and not in late night literacy advertisements.

March 27, 2011 at 9:57 PM

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