Examining the New Phenomenon of Teachers as Brand Ambassadors

Autor/inn/en	Saldaña, Christopher M.; Welner, Kevin G.; Malcolm, Susan; Tisch, Eleanore
Institution	University of Colorado at Boulder, Commercialism in Education Research Unit (CERU)
Titel	Examining the New Phenomenon of Teachers as Brand Ambassadors
Quelle	(2019), (23 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Marketing; Teacher Role; Ethics; Cost Effectiveness; Conflict of Interest; Educational Policy; State Policy; School Business Relationship + Suchen Sie Ihr Suchwort? Lehrerrolle; Ethik; Kosten-Nutzen-Analyse; Kosten-Nutzen-Denken; Interessenkonflikt; Politics of education; Bildungspolitik
Abstract	Within-school marketing has a new twist, and teachers are at the center. Corporate firms, particularly those with education technology products, have contracted with teachers to become so-called brand ambassadors. A brand ambassador is an individual who receives some form of compensation or perk in exchange for the endorsement of a product. Unlike celebrity endorsers, teachers can be thought of as "micro-influencers" who give firms access to their network of social influence. In this brief, the authors explore the ethical, legal and policy issues associated with the hiring of teachers as brand ambassadors. They delve into what it means to be a brand ambassador. They examine past examples of brand ambassador marketing outside of schools and reflect on the larger economic contexts--for teachers and for schools--within which the micro-influencer brand ambassador strategy has arisen. The authors situate teacher brand ambassadorships within broader marketing trends and within earlier instantiations of marketing in schools. And they consider the potential benefits that these relationships provide to teachers and their students and weigh these against the potential concerns, conflicts, and costs to teachers and students. Finally, they consider the need for potential protections of students' interests, as teacher brand ambassadorships grow as a presence in public schools. (ERIC).
Anmerkungen	Commercialism in Education Research Unit. Available from: National Education Policy Center. University of Colorado, Boulder, CO 80309. Tel: 303-735-5290; e-mail: nepc@colorado.edu; Web site: http://nepc.colorado.edu/ceru-home
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01