{Replica} Minister of Education advertises BILD app: As with Wikileaks

It now seems to be normal to advertise for the BILD newspaper as a celebrity. But if a federal minister does that, it's borderline - and especially if the minister of education is.

Frau Schavan, what did you think?

I became aware of it via Twitter I aufmerksamthat Federal Education Minister Anette Schavan is also promoting the Bild newspaper's iPhone app (please click through). Schavan thus joins the long line of celebrities who have made their mark on the advertising campaign Head and strangely enough, Alice Schwarzer was one of them. Particularly piquant: By the way, she also advertises against the free one Internet!

Schwarzer had a lot at the time Criticism plug it in, I find the thing at Ms. Schavan, however, is a touch worse: After all, it's not just any celebrity, it's for them Education responsible in this country and is promoting a medium that demonstrably does not contribute to promoting differentiated thinking and education in this country.

The favorite newspaper of the Minister of Education?

The books on the subject (advertising)

I've always wondered how much Money the celebrities get for it and I wonder if a federal minister needs something like that. But apart from the debate about the part-time jobs of politicians, which one could start now: Even if she hadn't gotten any money for it, the story would be crass. What was she thinking?

Because the statement that this advertising is used subliminally is anything but enthusiastic: With the statement "With my new iPad I can read my favorite newspaper anywhere" Ms. Schavan does not admit the Springer product, no, she also ennobles it as a favorite medium.

Not thinking enough?

What should that tell us now? "Look here, I read pictures, you don't have to read other newspapers to be educated" or "I save education at the picture-newspaper level broken" - or maybe: "My own IQ is only enough for the picture newspaper"?

I deliberately exaggerated that: I suspect very strongly that people simply didn't think carefully enough about the signal that such advertising could send. Perhaps it was hoped that in this way it would also reach the uneducated classes and give them the modern age Technology to bring close. I always believe in the good in me People!

Image blocks iPad surfer

Discounts for your success (advertising)!

Spicy, however, is a second aspect that also became known this week (again via Facebook and Twitter): Obviously the Bild newspaper has blocked the website for the iPad browser. Instead, if you surf the site with the iPad browser, you are directed to a page that recommends the iPad app (which is of course chargeable). Apparently this is also the case with the iPhone.

So at Springer you want to force the reader to buy the app instead of being able to surf the page as you please. The authors of macnews, who distributed this news, think the whole thing a step further: picture could only be the beginning, further newspapers could follow. You can also give a tip on how to work around this ...

Against the free Internet

The desire to make money as a publisher to earn with all due respect, but this is another step away from the free Internet as we know it - by the way, a topic that is causing a lot of excitement with the JMStV, the Wikileaks debate and the discussion about net neutrality on the Internet.

And also educationally for sure not a step in the right direction, because the Internet could contribute to improving the educational situation in this country like no other medium.

It feels like wiki leakd

When Ms. Schavan advertises such an app - and I guess what Bild does with his app, she wasn't at all clear - that has an even more negative aftertaste in the current debate.

A reader then sent us a letter saying that the Ministry of Education does not actually support commercial providers - it feels a little like Wikileaks. And now there are some Ask!

The source

Bad enough that Anette Schavan advertises the Bildzeitung and its app - she apparently also knows very well that this is actually not correct. At least that is shown by a letter from the Federal Ministry of Education and Research.

My reader, who would rather remain anonymous, operates a portal on which he currently lists around 60 educational offers. On the side are the screenshots, a short description and the Costs displayed for the user.

An overview database, then, which I find more like an idealistic one Projects because like a commercial Online-offer comes with profit intentions. Sure, sponsors are also advertised: however, there is far less advertising on the site than, for example, on my blog.

The content

My reader has now asked the Federal Ministry of Education Anette Schavan in August 2010 a greeting for his side, which would certainly have had an advertising effect. After nearly two months came - the cancellation.

Three reasons are mentioned, including the statement that commercial providers can not be supported. I put the letter at my disposal here, but I had blackened the passages which might betray my reader.

The words

To put it immediately: The reasoning should be textual blocks, in which Ministerialdirigent Dr. Stefan Luhr has not even bothered to adapt this to the present case.

Why in the present case no responsibility for vocational training and Further Training or there is no transition between the educational areas is a mystery to me. To speak of funding is wrong in this case, after all, Ms. Schavan was not asked about financial support.

The questions

But well, if you interpret the word “funding” generously as “support” and want to understand that the Ministry of Education does not want to support commercial providers, which I do not find wrong in principle - then, yes, then in connection with BILD -Advertisement then some questions:

• Is the Bild newspaper not a commercial provider - who knows, maybe it is publicly funded? :-)
• Is the Bild-Zeitung responsible for Vocational Education and Training or is it active in the transition of the educational fields?
• Is Bild-Zeitung more valuable in terms of content than small educational portals - and if so for whom?
• How much money do you have to pay Ms. Schavan for throwing her above-mentioned principles overboard?
• Does Anette Schavan only advertise if there is enough public?
• Or are there other gearings of which we know nothing?

Mass instead of class?

In the last two points, I play on the fact that Alice Schwarzer, who has indeed advertised for the Bild newspaper, for these also working as a journalist - according to their own information, because they appreciate the mass audience of Bild. Thanks to @Lukaswan for this tweet!

And thank you, of course, to my reader for writing and that I was allowed to publish it here!

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