A Demanding Reality: Print-Media Advertising and Selling Smartness in a Knowledge Economy

Autor/inn/en	Hatt, Beth; Otto, Stacy
Titel	A Demanding Reality: Print-Media Advertising and Selling Smartness in a Knowledge Economy
Quelle	In: Educational Studies: Journal of the American Educational Studies Association, 47 (2011) 6, S.507-526 (20 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0013-1946
Schlagwörter	Human Capital; Printed Materials; Advertising; Politics; Discourse Analysis; Race; Ethnicity; Gender Differences; Power Structure; Self Concept; Knowledge Level; Advantaged; Educational Attainment + Suchen Sie Ihr Suchwort? Humankapital; Werbung; Politik; Diskursanalyse; Rasse; Abstammung; Ethnizität; Geschlechterkonflikt; Selbstkonzept; Wissensbasis; Bildungsabschluss; Bildungsgut
Abstract	In this article we offer analysis of the intersection between what is theorized as the "knowledge economy," US schools, and identity politics through our examination of a sample of print media advertisements. The thematic thread we use to tie these pieces together is the concept of smartness, which we frame as a metanarrative of truth reflected in schooling and society. In sum, 156 advertisements are examined and discourses of smartness, race/ethnicity, and gender analyzed. We discuss the ways power has shifted within the knowledge economy to privilege smart identities as representations of human capital and those representations' connections to schooling. (Contains 2 notes and 1 table.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10