Knowledge for sale: The construction of desired knowledge and identities in edu-marketing

IF 2.4 2区教育学 Q1 EDUCATION & EDUCATIONAL RESEARCH

European Educational Research Journal Pub Date : 2023-01-23 DOI:10.1177/14749041221148232

M. Serder

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引用次数: 2

Abstract

The aim of this study is to examine how a particular object for consumption, professional development for teachers and principals, is marketed to schools, and what propositions and understandings are embedded in such offers. Adopting a conceptualization of marketing as a “perpetual questioning machine,” the study deploys and develops a theoretical approach from marketing studies to a new context: edu-marketing. The study is guided by the assumption that marketing functions as projection screen for the products and services offered to schools, but, also as a social and cultural space where dreams and desires are performed and governed. As such, marketing to school is not exclusively about selling things; but about what to be or who to become. Besides the theoretical contribution, the study contributes with empirical knowledge about (1) what concerns and desires this marketing “questioning machine” mobilizes and circulates and (2) how objects for consumption are de/stabilized in the education market. Thereby, it demonstrates some of the intricate relations between the growing education market and the values that those who work in schools are invited to strive for. It is argued that consumption at the education market-place is a question of identity, and therefore of branding and possible success.

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出售知识：教育营销中所需知识和身份的构建

本研究的目的是考察教师和校长的专业发展这一特定消费对象是如何向学校推销的，以及这些优惠中包含了哪些主张和理解。该研究将营销概念化为“永恒的提问机器”，将营销研究的理论方法部署并发展到一个新的背景：教育营销。这项研究的指导原则是，营销既是向学校提供产品和服务的投影屏幕，也是实现和支配梦想和欲望的社会和文化空间。因此，营销到学校不仅仅是卖东西；而是关于成为什么或成为谁。除了理论贡献外，本研究还提供了以下方面的经验知识：（1）这种营销“提问机器”动员和流通的关注和愿望是什么；（2）消费对象在教育市场中是如何去稳定的。因此，它展示了不断增长的教育市场与学校工作人员所追求的价值观之间的一些复杂关系。有人认为，教育市场的消费是一个身份问题，因此也是一个品牌和可能成功的问题。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

European Educational Research Journal EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

4.30

自引率

10.50%

发文量

期刊介绍： The European Educational Research Journal (EERJ) is a scientific journal interested in the changing landscape of education research across Europe. Education research increasingly crosses the borders of the national through its subjects of study, scholarly collaborations and references. The EERJ publishes education research papers and special issues which include a reflection on how the European context and other related global or regional dynamics shape their educational research topics. The European Educational Research Journal publishes double-blind peer-reviewed papers in special issues and as individual articles. The EERJ reviews submitted papers on the basis of the quality of their argument, the contemporary nature of their work, and the level of ''speaking'' to the European audience. Policy-makers, administrators and practitioners with an interest in European issues are now invited to subscribe. The EERJ publishes peer reviewed articles, essay reviews and research reports (forms of research intelligence across Europe)