Selling world-class education: British private schools, whiteness and the soft-sell technique.
Education-UK and British private schools more specifically are often framed as a global brand of 'world-class' quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project the...
| Publicado en: | Discourse: Studies in the Cultural Politics of Education Vol. 45; no. 3; pp. 363 - 382 |
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| Formato: | Artículo |
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Taylor & Francis Ltd
Jun2024
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=177082585&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 177082585 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 01596306 54J jtl: Discourse: Studies in the Cultural Politics of Education issn: 01596306 maglogo: N pubinfo: dt: Jun2024 vid: 45 iid: 3 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 177082585 10.1080/01596306.2024.2335004 ppf: 363 ppct: 19 formats: fmt: – @attributes: type: T – @attributes: type: P size: 1.3MB tig: atl: Selling world-class education: British private schools, whiteness and the soft-sell technique. aug: au: Ayling, Pere affil: School of Social Sciences and Humanities, University of Suffolk, Ipswich, England, UK su: Private schools Private education Brand image International competition Boarding schools United Kingdom Nigeria sug: subj: United Kingdom Nigeria Private schools Private education Brand image International competition Boarding schools keyword: British private schools British whiteness Nigerian elite parents the soft-sell technique white symbolism World-class education ab: Education-UK and British private schools more specifically are often framed as a global brand of 'world-class' quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project their 'world-classness' in a way that does not diminish their brand image. Drawing on interviews of parents and key gatekeepers, this paper examines how British private schools in Nigeria (BPS-NIG) and British private boarding schools in the UK (BPBS-UK) evoked and projected their supposed world-classness through the strategic use of white symbolism and the expensive admission process. The paper contends that the latter are types of soft-sell marketing techniques utilised by BPS-NIG and BPBS-UK to sell British schools without imperilling their brand image. The paper concludes by drawing attention to the racial implication of framing whiteness and white British specifically as synonymous with high-quality, 'world-class' education. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Discourse: Studies in the Cultural Politics of Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Discourse: Studies in the Cultural Politics of Education holder: Taylor & Francis Ltd dt: @attributes: year: 2024 holdings: @attributes: islocal: N |
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