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ERIC Number: EJ948988
Record Type: Journal
Publication Date: 2011
Pages: 20
Abstractor: As Provided
Reference Count: 70
ISSN: ISSN-0013-1946
A Demanding Reality: Print-Media Advertising and Selling Smartness in a Knowledge Economy
Hatt, Beth; Otto, Stacy
Educational Studies: Journal of the American Educational Studies Association, v47 n6 p507-526 2011
In this article we offer analysis of the intersection between what is theorized as the "knowledge economy," US schools, and identity politics through our examination of a sample of print media advertisements. The thematic thread we use to tie these pieces together is the concept of smartness, which we frame as a metanarrative of truth reflected in schooling and society. In sum, 156 advertisements are examined and discourses of smartness, race/ethnicity, and gender analyzed. We discuss the ways power has shifted within the knowledge economy to privilege smart identities as representations of human capital and those representations' connections to schooling. (Contains 2 notes and 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A