Year 2015,
Volume: 1 Issue: 1, 13 - 17, 18.04.2015
Abstract
This paper aims to produce analytical-theoretical contributions on the school as a new medium and a new channel of consumption, analyzing its central role in mediating between the state, market and civil society. The field of in-school marketing is largely unexplored in Portugal.
Thus the importance of this research and its guideline questions, rooted in a biased consumer society in the process of cultural reassignment, are as follows: which social win-win relationship practices or legitimacy/visibility ones transacted by state, market and civil society are evident in their interaction with the school system?; how do in-school marketing activities square with public-private organizations’ corporate responsibility?; are the ethical parameters of legislated and self-regulated best practice principles synonymous with consensus? Another purpose of this research was also testing a Working with Schools Best Practice Principles as a self-regulatory tool aimed at school decision-makers to analyze how schools and their partners can build an ethical and responsible relationship.
The methodology combines a quantitative analysis through questionnaires addressed to school group representatives’ management committees (10-15 years old children) and a qualitative approach through document analysis and semi-structured interviews with public-private stakeholders.
Our results lead us to negate hypotheses which speak of school ‘marketization’, despite school’s weaker role in this mediation, and the prevalence of responsible in-school marketing based on best practice principles. They also lead us to support the hypothesis describing ideologically antagonistic positions and to conclude that reproduction and conception of these activities works towards an iconic shaping of schools’ organizational identity and a socio-symbolical integration of the educational community into a hegemonic culture.
Keywords: in-school marketing, corporate responsibility, Working with Schools Best Practice Principles, cultural ‘mcdonaldization’, school ‘marketization’
Keywords
in-school marketing corporate responsibility Working with Schools Best Practice Principles cultural ‘mcdonaldization’ school ‘marketization’
References
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- Bauman, Zygmunt (2007), Vida Liquida, Rio de Janeiro, Jorge Zahar Editor Ltda, pp.7-10, (Online), http://www.zahar.com.br/doc/t1132.pdf.
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- Magnusson, Johan (2002), Sponsorship in the compulsory schools, An individual assignment in corporate ethics, (Online), http://www.123people.com/s/johan+magnusson.
- Sair da Casca (2009), “Acções educativas nas escolas: a comunicação escolar na perspectiva da responsabilidade social“, Comunicação Escolar (Online), http://www.sairdacasca.com/comunicacao/com_escolar.asp.
- Fischer, Rosa M. B. (2002), “O dispositivo pedagógico da mídia: Modos de educar na (e pela) TV”, Educação & Pesquisa, 28 (1), p.153, (Online), http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1517-97022002000100011&lng=en&nrm=iso.
- Kellner, Douglas (2002), “Lendo imagens criticamente: Em direção a uma pedagogia pós-moderna”, Tomaz Tadeu da Silva (org.), Alienígenas na sala de aula, 4.ª ed, Petrópolis, Vozes, p.112 (Online), http://pt.scribd.com/doc/54524569/Tomaz-Tadeu-da-Silva-Alienigenas-na-Sala-de-Aula.
- Costa, M. Vorraber & Momo, Mariangela (2009), “Sobre a “conveniência” da escola”, Revista Brasileira de Educação, 14 (42), pp.521-533, (Online), http://redalyc.uaemex.mx/src/inicio/ArtPdfRed.jsp?iCve=27512149009
- Hall, Stuart (1997), “A centralidade da cultura: Notas sobre as revoluções culturais do nosso tempo” Educação & Realidade, Porto Alegre, 22 (2) pp.15-46, (Online), http://www.educacaoonline.pro.br/index.php?option=com_content&view=article&id=117:a-centralidade-da-cultura-notas-sobre-as-revolucoes-culturais-do-nosso-tempo&catid=8:multiculturalismo&Itemid=19
- Afonso, Almerindo J. (2010), “Protagonismos instáveis dos princípios de regulação e interfaces público/privado em educação”, Educação & Sociedade, 31 (113), pp.1137-1156, (Online), http://www.scielo.br/pdf/es/v31n113/05.pdf
- Kenway, Jane & Fitzclarence, Lindsay (1999), “Designing generations: Hybridising entertainment, advertising and education”, Australian Journal of Education, 43 (3), 300-317, (Online), http://www.thefreelibrary.com/Designing+generations:+Hybridising+entertainment,+advertising+and...-a062214196
- Kenway, Jane & Bullen, Elizabeth (2001), Consuming children: Education-entertainment-advertising, Buckingham, Open University Press, pp.1-7, (Online), http://www.mcgraw-hill.co.uk/openup/chapters/0335202993.pdf.
- Wilcox, Brian et al (2004), “Psychological implications of commercialism in schools”, Report of the APA task force on advertising and children, February 20, pp.55-64, (Online), http://www.apa.org/pi/families/resources/advertising-children.pdf;
- Gentili, Pablo (2000), “A McDonaldização da escola: A propósito de “consumindo o outro””, Marisa Vorraber Costa (org.), Escola básica na virada do século: Cultura, política e currículo, São Paulo, Cortez, pp.45-60.
- Costa, M. Vorraber (2008), “Paisagens escolares no mundo contemporáneo”, Anais, Izabel Viviani Zardo et al (org.), Universidade Regional de Blumenau, SC, Seminário das Licenciaturas, 4-6 Novembro, Blumenau, Edifurb, pp.2-27, (Online), https://www.furb.br/especiais/download/778650-757759/driver.pdf;
- Momo, Mariangela (2010), “Elementos para se pensar a gestão escolar em uma sociedade de consumo”, Espaço Público da Educação: das políticas locais à regulação nacional e transnacional, Actas do I Congresso Ibero-Brasileiro, VI Congresso Luso-Brasileiro em Política/ Administração da Educação e IV Congresso Nacional do Fórum Português de Administração Educacional, Elvas, Portugal, 29-30 Abril, e 01-02 Maio, Cáceres/Mérida, Espanha, (Online), http://www.anpae.org.br/iberolusobrasileiro2010/cdrom/84.pdf
- Yúdice, George (2004), A conveniência da cultura -usos da cultura na era global, Belo Horizonte, Universidade Federal de Minas Gerais Editora, pp25-64.
- Gentili, Pablo (2000), “A McDonaldização da escola: a propósito de “consumindo o outro””, Marisa Vorraber Costa (org.), Escola básica na virada do século: Cultura, política e currículo, São Paulo, Cortez, pp.45-60.
- Pinto, Manuel (1999), “Os filhos dos media em conflito com a escola e vice-versa”, As pessoas que moram nos alunos. Ser jovem, hoje, na escola portuguesa, 5ª edição do curso de Verão Colecção Perspectivas Actuais, pp.1-5, (Online), http://www.cursoverao.pt/c_1999/manuelpinto.htm
- Molnar, Alex (2006b), School commercialism: From democratic ideal to market commodity, New York, Routledge/Falmer.
- Mcneal, James (1992), Kids as customers - A handbook of marketing to children, New York, Lexington Books.
- Lipovetsky, Gilles (2007), A felicidade paradoxal. Ensaios sobre a sociedade do hiperconsumo, Lisboa, Edições 70.
- Bauman, Zygmunt (2007), Vida Liquida, Rio de Janeiro, Jorge Zahar Editor Ltda, pp.7-10, (Online), http://www.zahar.com.br/doc/t1132.pdf.
Year 2015,
Volume: 1 Issue: 1, 13 - 17, 18.04.2015
Abstract
References
- Molnar, Alex & Garcia, David R. (2005), Empty calories: Commercializing activities in America’s schools: The eighth-annual report on schoolhouse commercialism trends, 2004-2005, Arizona State University, CERU-Commercialism in Education Research Unit, pp.1-51, (Online), http://nepc.colorado.edu/files/EPSL-0511-103-CERU.pdf.
- Molnar, Alex (2006a), The ninth annual report on schoolhouse commercialism trends: 2005-2006, Arizona State University, CERU-Commercialism in Education Research Unit, pp.1-53, (Online), http://epsl.asu.edu/ceru/Annual%20reports/EPSL-0611-220-CERU.pdf.
- Hirtt, Nico (2005), “Marketization of Education in the Globalized Economy”, Paper presented at Worldwide Forum for Comparative Education - Globalization of Education: Government, Market and Society, Beijing Normal University, August 2005, European Conference for Educational Research, Dublin, September 2005, pp.1-9, (Online), http://www.skolo.org/spip.php?article940&lang=fr
- Giddens, Anthony (2001), O mundo na era da globalização, Lisboa, Editorial Presença.
- Bauman, Zygmunt (2007), Vida Liquida, Rio de Janeiro, Jorge Zahar Editor Ltda, pp.7-10, (Online), http://www.zahar.com.br/doc/t1132.pdf.
- Hall, Stuart (1997), “A centralidade da cultura: notas sobre as revoluções culturais do nosso tempo”, Educação & Realidade, Porto Alegre, 22 (2), pp.15-46, (Online), http://www.educacaoonline.pro.br/index.php?option=com_content&view=article&id=117:a-centralidade-da-cultura-notas-sobre-as-revolucoes-culturais-do-nosso-tempo&catid=8:multiculturalismo&Itemid=19.
- Costa, M. Vorraber & Momo, Mariangela (2009), “Sobre a “conveniência” da escola”, Revista Brasileira de Educação, 14 (42), p.525 (Online), http://redalyc.uaemex.mx/src/inicio/ArtPdfRed.jsp?iCve=27512149009.
- Magnusson, Johan (2002), Sponsorship in the compulsory schools, An individual assignment in corporate ethics, (Online), http://www.123people.com/s/johan+magnusson.
- Sair da Casca (2009), “Acções educativas nas escolas: a comunicação escolar na perspectiva da responsabilidade social“, Comunicação Escolar (Online), http://www.sairdacasca.com/comunicacao/com_escolar.asp.
- Fischer, Rosa M. B. (2002), “O dispositivo pedagógico da mídia: Modos de educar na (e pela) TV”, Educação & Pesquisa, 28 (1), p.153, (Online), http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1517-97022002000100011&lng=en&nrm=iso.
- Kellner, Douglas (2002), “Lendo imagens criticamente: Em direção a uma pedagogia pós-moderna”, Tomaz Tadeu da Silva (org.), Alienígenas na sala de aula, 4.ª ed, Petrópolis, Vozes, p.112 (Online), http://pt.scribd.com/doc/54524569/Tomaz-Tadeu-da-Silva-Alienigenas-na-Sala-de-Aula.
- Costa, M. Vorraber & Momo, Mariangela (2009), “Sobre a “conveniência” da escola”, Revista Brasileira de Educação, 14 (42), pp.521-533, (Online), http://redalyc.uaemex.mx/src/inicio/ArtPdfRed.jsp?iCve=27512149009
- Hall, Stuart (1997), “A centralidade da cultura: Notas sobre as revoluções culturais do nosso tempo” Educação & Realidade, Porto Alegre, 22 (2) pp.15-46, (Online), http://www.educacaoonline.pro.br/index.php?option=com_content&view=article&id=117:a-centralidade-da-cultura-notas-sobre-as-revolucoes-culturais-do-nosso-tempo&catid=8:multiculturalismo&Itemid=19
- Afonso, Almerindo J. (2010), “Protagonismos instáveis dos princípios de regulação e interfaces público/privado em educação”, Educação & Sociedade, 31 (113), pp.1137-1156, (Online), http://www.scielo.br/pdf/es/v31n113/05.pdf
- Kenway, Jane & Fitzclarence, Lindsay (1999), “Designing generations: Hybridising entertainment, advertising and education”, Australian Journal of Education, 43 (3), 300-317, (Online), http://www.thefreelibrary.com/Designing+generations:+Hybridising+entertainment,+advertising+and...-a062214196
- Kenway, Jane & Bullen, Elizabeth (2001), Consuming children: Education-entertainment-advertising, Buckingham, Open University Press, pp.1-7, (Online), http://www.mcgraw-hill.co.uk/openup/chapters/0335202993.pdf.
- Wilcox, Brian et al (2004), “Psychological implications of commercialism in schools”, Report of the APA task force on advertising and children, February 20, pp.55-64, (Online), http://www.apa.org/pi/families/resources/advertising-children.pdf;
- Gentili, Pablo (2000), “A McDonaldização da escola: A propósito de “consumindo o outro””, Marisa Vorraber Costa (org.), Escola básica na virada do século: Cultura, política e currículo, São Paulo, Cortez, pp.45-60.
- Costa, M. Vorraber (2008), “Paisagens escolares no mundo contemporáneo”, Anais, Izabel Viviani Zardo et al (org.), Universidade Regional de Blumenau, SC, Seminário das Licenciaturas, 4-6 Novembro, Blumenau, Edifurb, pp.2-27, (Online), https://www.furb.br/especiais/download/778650-757759/driver.pdf;
- Momo, Mariangela (2010), “Elementos para se pensar a gestão escolar em uma sociedade de consumo”, Espaço Público da Educação: das políticas locais à regulação nacional e transnacional, Actas do I Congresso Ibero-Brasileiro, VI Congresso Luso-Brasileiro em Política/ Administração da Educação e IV Congresso Nacional do Fórum Português de Administração Educacional, Elvas, Portugal, 29-30 Abril, e 01-02 Maio, Cáceres/Mérida, Espanha, (Online), http://www.anpae.org.br/iberolusobrasileiro2010/cdrom/84.pdf
- Yúdice, George (2004), A conveniência da cultura -usos da cultura na era global, Belo Horizonte, Universidade Federal de Minas Gerais Editora, pp25-64.
- Gentili, Pablo (2000), “A McDonaldização da escola: a propósito de “consumindo o outro””, Marisa Vorraber Costa (org.), Escola básica na virada do século: Cultura, política e currículo, São Paulo, Cortez, pp.45-60.
- Pinto, Manuel (1999), “Os filhos dos media em conflito com a escola e vice-versa”, As pessoas que moram nos alunos. Ser jovem, hoje, na escola portuguesa, 5ª edição do curso de Verão Colecção Perspectivas Actuais, pp.1-5, (Online), http://www.cursoverao.pt/c_1999/manuelpinto.htm
- Molnar, Alex (2006b), School commercialism: From democratic ideal to market commodity, New York, Routledge/Falmer.
- Mcneal, James (1992), Kids as customers - A handbook of marketing to children, New York, Lexington Books.
- Lipovetsky, Gilles (2007), A felicidade paradoxal. Ensaios sobre a sociedade do hiperconsumo, Lisboa, Edições 70.
- Bauman, Zygmunt (2007), Vida Liquida, Rio de Janeiro, Jorge Zahar Editor Ltda, pp.7-10, (Online), http://www.zahar.com.br/doc/t1132.pdf.
There are 27 citations in total.
Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | April 18, 2015 |
| Submission Date | March 17, 2015 |
| Published in Issue | Year 2015Volume: 1 Issue: 1 |
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