News, Views and Careers for All of Higher Education
May 14
Publicis
A gladiator-like figure, Algebra II is 7’2″ and single. He’s “quite good on the bongos” and enjoys the ocean, if only so he can assign variables to the sea gulls swirling in the sky like “some sort of crazy math problem.”
Algebra II is one of several warrior-like characters featured in the second phase of the KnowHow2GO advertising campaign, which stresses the need for college-bound kids to take tough classes (algebra II, foreign languages and biology, specifically). The college access campaign, which features television and radio public service advertisements, print publications and posters, and a significant Web presence (complete with character-specific MySpace pages, the source of Algebra II’s profoundly personal information above), aims to reach students in grades 8 through 10, especially low-income and would-be first generation college attendees. In a television spot, characters representing each of the three school subjects are called into a steel cage, before students step in and up to the academic challenges that the characters personify. “Sign me up.”
“We asked ourselves, ‘What kid doesn’t like a challenge?’ ” said Shawn Gauthier, a vice president and creative director for the New York ad agency Publicis USA, which created the advertisements on a pro bono basis. “When they’re playing video games, they’re taking on different characters and we wanted to borrow from that mentality.”
The four-phase campaign, which launched in January 2007, is a joint project of the Advertising Council, the Lumina Foundation for Education and the American Council on Education. In the first year of the campaign, which focused on encouraging students to tell others that they wanted to go to college, media markets donated $69.6 million in advertising time and space, according to ACE. The campaign’s resource-rich Web site — to which the advertisement directs viewers — attracted more than half a million visits.
The new ads will be distributed to 33,000 media outlets, and about 820,000 brochures have been distributed through a partnership with the U.S. Department of Education.
“They’re entertaining but they send a real, solid message,” Molly Corbett Broad, ACE’s president, said of the new ads. “This really is an important message that we have not been giving to 8th through 10th graders in the past. We have not said to them directly that in order to be college-ready and be admissible to college you have to take the tough courses.”
“This is definitely not the image that my generation would have imagined, but I think it is aimed directly at the digital native generation. These characters now have MySpace pages, they’re on YouTube, they have fan pages on Facebook. They are part of the culture,” Broad said.
And does she, an economist, have a favorite character? Why, Algebra II.
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Students need to challenge themselves by taking the most rigorous coursework appropriate in each year of high school. Students also need to achieve success in those courses, which involves hardwork, discipline and familial support. It’s not about getting into college, though that process becomes more competitive each year; it’s about being prepared to be successful academically once in college. A student with a weak senior year is more at risk of failing out as a freshman.
Bob #2, at 12:20 pm EDT on May 14, 2008
According to Alfie Kohn, students, from early on, learn to gravitate toward assignments and/or courses that lack challenge, precisely because of grades. They are more likely to challenge themselves when grades are not at stake.
Raymond, at 1:30 pm EDT on May 14, 2008
As a community college professor I see many students who have not had Algebra II in high school, and this fact holds them back greatly in college. It frequently means remedial/developmental math courses are required, and it means that they are not ready to pursue the math that is required for any field of study in the sciences, business, computer science, many of the social sciences, etc. I wish that high school counselors would push all of their students to take Algebra II. Business math, or whatever they call it, is simply a waste of time in high school. So, I applaud this effort to increase the number of students taking Algebra II and other “tough” courses.
Eric Brandon, at 2:20 pm EDT on May 14, 2008
Prepping is the most important part of college and life.
In researching the grant/scholarship programs, I realize that college may not be for everyone, but everyone should should have some form of post secondary education.the bottom line is that american kids must realize that high school is not the end, but only the beginning.
BIG AL, Director at YWCA CyberSpace, at 3:00 pm EDT on May 14, 2008
If you let kids take the easy way out, they will. Its absolutely criminal the number of kids that “Graduate” with little or no math knowledge. Its a totaly waste of their time and our resources to get to the end and not be able to go to the next level without all of the remedial processes. Its a reason why many of the top scientist, engineers, and computer technicians have last names that you cant pronounce. Primarily because they come from places that appreciate and value education. there is no two month veg period. There is no lowering of the bar. Actually, by the time many come to this country, they have two to three years on american kids by the tweleve grade.
BIG AL, Director at YWCA CyberSpace, at 3:15 pm EDT on May 14, 2008
As I say, I think kids tend to take the easy way out largely because of grades. Grades are a distracting form of competition which makes most kids tend to give up or lose their natural curiosity. What kids feel they need to “veg out” about for 2 months is a competition for grades about which they are already depressed.
That way we also keep the mathematical innovation that other, more regimented educational systems are said to lack.
Raymond, at 6:45 pm EDT on May 14, 2008
Abolishing grades will accomplish what? In general parents don’t, won’t or can’t motivate their kids. Schools have acquired absolute control of learning and the subjects taught. Kids are entertained by their electronics and will take the easy way out if allowed to. Does anyone see a pattern forming here? The basic message is that everyone, not just the school systems have a hand in and responsibility for the education of our youth. We may not be failing, but the results we are getting certainly aren’t stellar. Parents need to man up and tell Johnny if you are under performing then you are grounded, cars gone, TV’s off, cell phone is history and if you can’t behave in school, your world is going to be one of misery; but this won’t happen because we are afraid that Johnny might have his feelings hurt and not be accepted by his spoiled friends or I (the parent) don’t have time to deal with this, it’s the school responsibility to see that Johnny is taken care of. When I was setting up my schedule for High School I took the easy road. My Father took one look and that all changed in the blink of an eye. He said you are going to take Algebra II, Advanced Biology, Chemistry and Physics. There will be no discussion about it! Parents and schools need to work together, set high expectations / standards and except nothing less. The world really hasn’t changed; we have…Our controlled educational environments aren’t really controlled at all, just sterile and under functioning. Motivating students to push beyond the requirements in the K -12 system will help them jump start into the next phase of their lives. If parents don’t force the issue then it is probably time to change the requirements. Dumbing down courses, abolishing grades and all the other half baked schemes do nothing but allow Johnny to be even less than he is now. Wake up…
Just another CC instructor, at 8:50 pm EDT on May 14, 2008
I’m bothered that you would equate abolishing grades with dumbing down. I’ve been arguing that it is precisely grades that dumb things down.
First grade: Young Johnny’s jaw is slack as he sits with other first-graders in a circle and listens to a story. He can’t wait to tell his folks at day’s end what he learned that day. Like any other kid he’s motivated and curious. If you don’t think small children are naturally curious just look how crazy they drive you asking “Why?” As soon as you give an answer they ask another “why.”
By the third grade, however, young Johnny raises his head from the desk and asks the teacher in a whiny voice: “Do we have to know this?” What happened?
Alfie Kohn argues (with voluminous studies to back him up) that Johnny’s natural intrinsic motivation has been eroded precisely because of adults’ assumptions that kids are naturally lazy. What they are is resistant to being extrinsically controlled (as we all are as adults as well.) Then teachers, institutionally more invested in control than in education, resort to a system of reward and punishment. It often does work, temporarily. Short term. But then kids get addicted to the rewards and fix their minds on the bribes while, over the long term, losing touch with the satisfactions of mastery of new skills and concepts. “Do this and you’ll get that.” The “that” comes to seem more important than the “this.” You and I know kids need to learn the “this.”
But Kids will naturally challenge themselves, given a different learning environment, one that lets them discover, inquire, master, and that supports cooperative learning with other kids rather than bribes them with grades and the like. Bribes send the message: There must be something onerous about the “this,” else I would not have to bribe you with the “that.” Grades serve the function of both reward and punishment, opposite sides of the coin, says Kohn, which isn’t worth very much. Many students then start looking for the easy way to the best grades, avoiding work or subjects they find too difficult. Many if not most also get turned off in being pitted against each other.
See _Punished by Rewards_: The Trouble with Gold Starts, A’s, Praise, Incentive Plans and Other Bribes_. Boston: Houghton-Mifflin, 1993 for an in-depth study on the phenomenon.
It’s grades, I repeat, that lead to dumbing down. There are other, better ways, of assessing student learning. Throwing students into competition against each other via grades is itself about the most dumbing down thing we can do to them.
Raymond, at 10:55 pm EDT on May 14, 2008
I can attest from personal experience that fear of a bad grade leads many very intelligent students to avoid harder courses.
At my university, we have two calculus courses: one “regular” course and one accelerated course, which packs about 2 semesters into one. Every year students ask whether they should take the accelerated course or not and the biggest reason for their hesitancy is fear of “harming” their GPA. Often these students fear that a lesser grade will hamper their chances of getting into medical school or graduate school.
Any educator who knows anything about learning will tell you that a student who receives a ‘B’ in an accelerated course has probably learned more than a student who earned an ‘A’ in a non-accelerated course. Yet, the increasing emphasis on strong GPAs in our educational system often dis-incentivizes students from taking the advanced course.
The emphasis on grade competition in education has created a situation that is woefully ironic: Those students who tend to be the most ambitious and goal-driven (i.e. those aiming for graduate school or medical school) are often the ones who are most tempted to “play it safe” by taking less challenging coursework.
MathProf, at 5:20 am EDT on May 15, 2008
While Algebra II is a great idea, where is the teaching method that will ensure that ALL students will be able to pass the class. If math teachers cannot tell students where the concepts taught are applied to real life situations, then the academic time is wasted.
More requirements mean less time for electives. The electives provide the application of math and other academic principles.
Let’s not forget that in stressing higher math, arithmetic is being lost. I have noticed this in testing students. While they can do algebraic equations, they cannot multiply and divide fractions. For the Algebra teachers out there, one day administer an arithmetic test using fractions, percents, and word problems without the use of a calculator. You will be surprised!!!
Jenny, at 4:35 pm EDT on May 16, 2008
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Bravo!!!
I applaud any creative efforts to reach and motivate students to go beyond the low bar set for them.
My generation had “Schoolhouse Rock” and Sesame Street.
Bob, at 11:37 am EDT on May 14, 2008