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Michele Rutheiser
Journalism: Communication Studies

Carl Bybee, Mentor

Reading, Writing and Refreshments: The Effects of Commercialism on Public Education
in the 4J School District

Soft-drink beverage contracts, including those with Pepsi and Coca-Cola, represent a substantial revenue source for the Eugene, Oregon, 4J school district. Their promise of instant revenue—with limited official oversight and nonexistent public scrutiny—exemplifies the lure of such contracts as a financial panacea to a cash-starved district already gutted by relentless budget cuts and declining enrollment. Subsequent increases in students’ consumption of these beverages also reveals another alarming trend: the growing percentage of school-age children showing symptoms of dietary-induced health problems, including Type-II juvenile diabetes and obesity. The marriage of education and consumerism parallels the proliferation of commercial contracts for such products on campuses nationwide. This project seeks to identify and define the most effective parameters for ensuring that Eugene’s 4J students are protected from the negative impact of these contracts.