Between 'Shopper' and 'Owner': Emerging Agency of Lifelong Learner in South Korea's Marketing-Driven Expansion of Lifelong Education

Autor/inn/en	Lee, Kyunglim; Kang, Dae Joong
Titel	Between 'Shopper' and 'Owner': Emerging Agency of Lifelong Learner in South Korea's Marketing-Driven Expansion of Lifelong Education
Quelle	In: International Journal of Lifelong Education, 41 (2022) 4-5, S.420-434 (15 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Kang, Dae Joong)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0260-1370
DOI	10.1080/02601370.2022.2086310
Schlagwörter	Marketing; Lifelong Learning; Correlation; Retailing; Purchasing; Self Concept; Foreign Countries; Personal Autonomy; Teacher Attitudes; Adult Educators; Conflict; Teacher Student Relationship; Program Administration; South Korea + Suchen Sie Ihr Suchwort? Life-long learning; Lebenslanges Lernen; Korrelation; Warenwirtschaft; Beschaffungswesen; Kauf; Selbstkonzept; Ausland; Individuelle Autonomie; Lehrerverhalten; Adult education teacher; Adult education; Adult training; Teacher; Teachers; Adult educator; Erwachsenenbildner; Erwachsenenbildung; Lehrer; Lehrerin; Lehrende; Konflikt; Teacher student relationships; Lehrer-Schüler-Beziehung; Korea; Republik
Abstract	This study explores the expansion of Korean lifelong education over the last two decades in terms of conceptualising the lifelong learner as identity and agency. Based on qualitative interviews with lifelong educators and learners at lifelong education institutions, the authors describe the lifelong educators' use of marketing strategies to turn learners into core members who continuously consume their programmes, which greatly resembles loyal customers. However, these loyal customers did not remain 'shoppers.' They came to exercise owner-agency since they felt like they were a part of the institution, which led them into conflict with the lifelong educators over the institutions' management. This study reveals that in Korea, marketing contributed to the expansion of lifelong education and cultivated the identity and agency of lifelong learners as both shoppers and owners. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01