In his Jan. 23 State of the Union address (click here for the video), President Bush paused briefly to pay tribute to a few everyday American heroes who'd been brought to the Capitol to sit beside his wife during the speech. It's a State of the Union tradition that began in 1982, when Ronald Reagan saluted Lenny Skutnik, a federal employee who, two weeks earlier, had plunged into the icy Potomac during a snowstorm to rescue the survivor of an airline crash. For the succeeding 25 years, every January some hapless White House functionary has been called upon to find a few new heroes to park next to the first lady in the House visitor's gallery. The supply was bound eventually to run a little thin, but whoever chose Julie Aigner-Clark, founder of the Baby Einstein Co., should have done a little more research.
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Baby Einstein is part of what Alissa Quart, in an August 2006 piece in the Atlantic ("Extreme Parenting"), called the Baby Genius Edutainment Complex, an industry that preys on the status anxiety of neurotic parents who, until Aigner-Clark and others told them otherwise, didn't sweat the meritocratic rat race until it was time to place their pint-sized strivers in preschool. That changed in the mid-1990s, when Don Campbell, extrapolating wildly from earlier research involving college students that, Quart writes, has never been duplicated, trademarked the slogan "Mozart effect" and used it to market classical-music CDs for infants. Aigner-Clark followed suit with her Baby Einstein videos in 1997.
"Essentially," Harvard Medical School psychologist Susan Lynn told the Chicago Tribune "Media Mom" (and occasional Slate contributor) Nell Minow in December 2005,
the baby video industry is a scam. There's no evidence that the videos are educational for babies, and a review of the research on babies and videos concludes that while older babies can imitate simple actions from a video they've seen several times, they learn much more rapidly from real life.
http://www.slate.com/id/2158226/