NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ814597
Record Type: Journal
Publication Date: 2007-Apr
Pages: 18
Abstractor: As Provided
Reference Count: N/A
ISSN: ISSN-0022-0620
"Adam Smith Meets Walt Disney": School Image on the World Wide Web
Smith, Alison
Journal of Educational Administration and History, v39 n1 p63-80 Apr 2007
This article describes a small-scale research project undertaken as part of the coursework in a Doctor of Education programme. The project investigated the organisational images or identities portrayed by ten secondary schools in Auckland, New Zealand on their school websites. The recent proliferation of school websites has provided schools with a new vehicle through which they may communicate their image to the world. Set against a backdrop of the widespread reforms in education of the late 1980s, this article argues that school websites do not portray the diverse range of schools that might be expected in an environment where schools perceive themselves to be competing for student enrolments. Rather, the school images that are communicated are very similar and of a particular type. The article also includes a reflection on the nature of doctoral work as a journey comprising several pathways that, although separate, can also be interconnecting and in conflict. (Contains 3 tables, 2 figures and 26 notes.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: New Zealand