News of advertisting on school buses is pretty much guaranteed to trigger a rant from us, and so it goes for this New York Times story about BusRadio, which is what it says it is, a radio system for school buses with, of course, ads. Lots of ads, directed at an audience that has no choice whether to be exposed to them.
The school districts that install BusRadio get revenue and/or lots of goodies (a GPS system connected to communication that lets parents/others know when their kids’ buses are drawing near, which would of course be cool and convenient, seductively so). And BusRadio gets lots of revenue too, we can only presume. Lots and lots of revenue.
And whether they like it or not, kids on the bus get music. I’ll be quick to say that with my own personal kids in our own personal car, I am exceedingly pro-music, as the hundreds of songs on our iPod can attest. Of course, we control what we listen to and when we listen, and we do so without corporate sponsors banging away at our brains. This is a choice that I make for my family; it is not a choice I would allow anyone else to make for my children.
Bus drivers may get plenty out of it too - happier kids on often long rides, as the driver quoted in the Times affirms. Again, that can be a wonderful outcome, one that my iPod and I seek on our family’s long car rides - and that, thanks to neighborhood public schools in a higher-density urban area, my kids don’t have to slog through daily to get to school, unlike many millions of other kids in less populated areas, or in urban areas with school assignment policies that send kids all over cities. But it is not an adequate solution for the “trapped” time kids have on buses. Encouraging good conduct on school buses may well be a challenge; commercially laden radio is not the answer.
Schools cannot be in the business of providing captive audiences to advertisers. If BusRadio is in your community, or is being considered - or if this just ticks you off as much as it does us - visit the Campaign for a Commerical-Free Childhood’s “Turn off BusRadio” campaign. Or send a letter to your congressional representative and BusOne and other advertisers through Commercial Alert’s campaign against advertising to public school children in school settings. Or visit Obligation.org’s blog listing BusRadio-related problems with bus safety, exposure of young kids to inappropriate lyrics, examples of citizens standing against BusRadio, and more.
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