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Autor/inn/en | Milian, Roger Pizarro; Quirke, Linda |
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Titel | Crafting Legitimate Identities: Promotional Strategies in the Ontario Non-Elite Private School Sector |
Quelle | In: Educational Studies: Journal of the American Educational Studies Association, 53 (2017) 4, S.342-358 (17 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 0013-1946 |
DOI | 10.1080/00131946.2017.1332628 |
Schlagwörter | Foreign Countries; Private Schools; Student Recruitment; Mixed Methods Research; Rhetoric; Competition; Elementary Secondary Education; Content Analysis; Caring; Educational Environment; Organizational Communication; Parent Attitudes; Preferences; Marketing; Canada |
Abstract | Conventional wisdom within the sociology of education and organizations posits that schools achieve legitimacy by conforming to institutionalized norms and mimicking the actions of successful peers. Recent work on non-elite private schools (NEPS) shows that this institutional type may serve as an exception to this logic, generally adopting what can be perceived as "illegitimate" forms and practices. We conduct a mixed-methods analysis of the promotional profiles of 204 NEPS located within Ontario, Canada. We ask: How does this unorthodox organizational population carve a space for itself within a fiercely competitive and centuries-old market? Our findings illustrate that these schools engage in niche-seeking behavior, specifically catering to changing parental preferences for a "caring consumer ethos" with more holistic forms of child development. More broadly, they employ rhetorical strategies (e.g., fostering confidence and global-mindedness) that render their efficiency beyond the scope of verification by potential consumers. We interpret these empirical findings through the lens of contemporary theorizing within organizational sociology. (As Provided). |
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Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2020/1/01 |