uu.seUppsala University Publications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
En marknadsorienterad skola: En diskursanalys av gymnasieskolors marknadsföring
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Sociology.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Sociology.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A Market Orientated School : A Discourse Analysis of Marketing by Secondary Schools (English)
Abstract [sv]

Uppsatsen syftar till att studera hur gymnasieskolor profilerar sig genom marknadsföring. Detta tillämpas genom en diskursanalytisk studie av sex gymnasieskolor, som alla tillgodoser det Samhällsvetenskapliga programmet, belägna i Uppsala kommun. Av den marknadsföring som funnits tillgänglig har urvalet begränsats till respektive skolas hemsida. Resultatet visar på ett samband mellan hur skolorna talar om utbildning och elev. Det centrala för detta samband är hur eleven, genom skolornas marknadsföring, konstrueras som en konsument av utbildning. I denna konstruktion av utbildningsalternativ framträder olika profileringskategorier som skolorna tyr sig till genom marknadsföring. Den gemensamma profileringskategorin är den marknadsorienterade som visar hur skolorna presenterar sitt utbildningsalternativ genom att negativt särskilja sig från konkurrerande skolor. I detta finns en förskjutning från information om utbildning till marknadsföring av utbildning. I sin tur innebär detta att den information eleven tar del av inför sitt gymnasieval, också innehåller inslag av erbjudanden och reklam. I och med att eleven konstrueras som konsument har det skapats en kunskaps- och maktrelation mellan elev och skola. Denna relation konstruerar sedermera en situation där skolorna är beroende av att marknadsorientera sig för att utmärka sig i konkurrenssituationen som uppstått av det fria skolvalet. 

Abstract [en]

The essay aims to study how secondary schools are profiled by marketing. This is applied through a discourse analytic study of six secondary schools, all of which meet the Social Science program, located in Uppsala. Of the marketing that has been available, the selection is limited to each school's website. The results show a correlation between how schools are talking about education and students. The key to this correlation is that the student through the schools marketing is designed as a consumer of education. This construction of educational options shows different profiling categories that schools cling to through marketing. The common profiling category is the market orientated that shows how schools will present their educational options by negative differentiate itself from rival schools. This is a shift from information on education for the promotion of education. In turn, this means that the information students take part in before secondary school also contains elements of promotions and advertising. As the student is constructed as a consumer, a knowledge and power relationship between student and school has been created. This knowledge and power relations construct later a situation where schools are dependent on market orientation to excel in the competitive environment created by the free school choice.

Place, publisher, year, edition, pages
2013. , 41 p.
Keyword [en]
discourse theory, free school choice, profiling category, science program, secondary school
Keyword [sv]
diskursteori, fria skolvalet, gymnasieskolan, profileringskategori, Samhällsvetenskapsprogrammet
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:uu:diva-194239OAI: oai:DiVA.org:uu-194239DiVA: diva2:604568
Educational program
Teacher Education Programme
Presentation
2013-01-17, 3:0014, Sociologiska institutionen Thunbergsvägen 3H, Uppsala, 13:15 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-02-11 Created: 2013-02-11 Last updated: 2013-02-11Bibliographically approved

Open Access in DiVA

fulltext(679 kB)459 downloads
File information
File name FULLTEXT01.pdfFile size 679 kBChecksum SHA-512
ad5be19ab66c09d9a8a9102b07557131c71e471cbf49c588dbdf25ad18fbf12ff89131b594773a18918126ac17a6e7b90246c30ffa786ef14df48ded687b72c8
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Persson, VictorLarsson, Erik
By organisation
Department of Sociology
Sociology (excluding Social Work, Social Psychology and Social Anthropology)

Search outside of DiVA

GoogleGoogle Scholar
Total: 459 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 873 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf