What They Are Really Saying: An Analysis of the Messages in Full-Time Virtual School Television-Length Advertisements

Autor/inn/en	Beck, Dennis; French, Seth D.; Allred, Johnny B.; Goering, Christian Z.
Titel	What They Are Really Saying: An Analysis of the Messages in Full-Time Virtual School Television-Length Advertisements
Quelle	In: Cogent Education, 9 (2022) 1, Artikel 2055444 (16 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Beck, Dennis) ORCID (Goering, Christian Z.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
DOI	10.1080/2331186X.2022.2055444
Schlagwörter	Virtual Schools; Content Analysis; Television; Advertising; Student Recruitment; Student Diversity; Educational Quality + Suchen Sie Ihr Suchwort? Inhaltsanalyse; Fernsehen; Fernsehtechnik; Werbung; Quality of education; Bildungsqualität
Abstract	Virtual schooling in America is a complex notion, one riddled with simultaneous claims of provenance coupled with poor achievement results when compared to other forms of schooling. Recruitment practices for virtual schools, specifically available television-length advertisements from a national list of fully online schools, comprised a data set around which this study revolved. We examined how virtual school television-length advertisements represented or misrepresented their approach to schooling by utilizing a cultural studies technique of performing preferred, negotiated, and oppositional readings. Qualitative analysis--including an independent interrater process--led to findings that often directly contradicted the messages present in the television-length advertisements, as well as currently available research on the performance and practices of virtual schools. Thus, virtual schools should consider the manner in which race, student performance, and teacher quality are portrayed in the teaching, learning, and collaboration of their television-length advertisement recruitment efforts. (As Provided).
Anmerkungen	Cogent OA. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01