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ERIC Number: EJ1145377
Record Type: Journal
Publication Date: 2017
Pages: 22
Abstractor: As Provided
ISSN: EISSN-2327-3607
"We Don't Recruit, We Educate": High School Program Marketing and International Baccalaureate Programmes
Donovan, Martha K.; Lakes, Richard D.
Critical Questions in Education, v8 n3 p275-296 Sum 2017
Public education reformers have created a widespread expectation of school choice among school consumers. School leaders adopt rigorous academic programs, like the International Baccalaureate (IB) Diploma Programme (DP) and Career Programme (CP), to improve their market position in the competitive landscape. While ample research has investigated the nature of school choice policies, few studies have looked directly at marketing language or materials to probe the meanings of the sales pitches used by schools to recruit students for selective enrollment programs. This study aimed to develop understandings of meanings that emerge from the marketing discourses of specialized secondary programs. It draws from document analysis (Prior, 2003) and multi-modal social semiotics (Hodge & Kress, 1988; Kress, 2010) to investigate the marketing of IB Programmes in two U.S. high schools. American schools operate within the quasi-market education system and engender business ideologies meant to attract program participants and supportive parents. The policy discourses of school choice are maneuvered into marketing narratives to shape the 21st century student-subject.
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Publication Type: Journal Articles; Reports - Research
Education Level: High Schools; Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A