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ERIC Number: EJ797963
Record Type: Journal
Publication Date: 2005
Pages: 14
Abstractor: As Provided
Reference Count: 44
ISSN: ISSN-1052-5629
What the Shadow Knows: Exploring the Hidden Dimensions of the Consumer Metaphor in Management Education
Gross, Michael A.; Hogler, Raymond
Journal of Management Education, v29 n1 p3-16 2005
This article aims to uncover hidden dimensions of the metaphor of consumerism in management education. By exploring the metaphor, the authors elucidate the implicit claims in the assertion that teachers produce business education and students consume that product. The image of commodification structures a discourse that involves conceptions of power, knowledge, and socially useful activity. The discourse emanates from social and educational institutions that shape relations between students and teachers. To understand how the metaphor creates subjective perceptions, the authors propose a linguistic-based framework as an analytical device. They conclude with specific reference to teaching activities and ways in which the so-called shadow of consumerism can be empirically examined.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A