The unwavering commitment by reformers to privatize schools through educational marketplaces has fostered a rise in educational advertising necessitated by the competitive nature of commodification. Not only has this new form of "edvertising" fostered the creation of new jobs within the corporate cabal but it relies heavily on what are likely misleading claims of academic success and, additionally, raises serious questions about funds being diverted away from pedagogical practices in favor of glossy advertisements and videos. Selling School: The Marketing of Public Education by DiMartino and Jessen explores the ways in which edvertising within the educational landscape serves as a mechanism by, and through, which, corporate slogans, ideological commitments, and misleading claims seek to reify the need for privatization and the creation of customer loyalty both within and outside of the corporate school.
High Costs to Peddling Solutions in Search of Problems. A Book Review of Selling School: The Marketing of Public Education.
Democracy and Education,
(1), Article 11.
Available at: https://democracyeducationjournal.org/home/vol27/iss1/11