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Selling world-class education: British private schools, whiteness and the soft-sell technique.
- Source :
-
Discourse: Studies in the Cultural Politics of Education . Jun2024, Vol. 45 Issue 3, p363-381. 19p. - Publication Year :
- 2024
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 01596306
- Volume :
- 45
- Issue :
- 3
- Database :
- Academic Search Index
- Journal :
- Discourse: Studies in the Cultural Politics of Education
- Publication Type :
- Academic Journal
- Accession number :
- 177082585
- Full Text :
- https://doi.org/10.1080/01596306.2024.2335004