Selling world-class education: British private schools, whiteness and the soft-sell technique

Ayling, Pere (2024) Selling world-class education: British private schools, whiteness and the soft-sell technique. Discourse: Studies in the Cultural Politics of Education, 45 (3). pp. 363-381. ISSN 1469-3739

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Education-UK and British private schools more specifically are often framed as a global brand of ‘world-class’ quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project their ‘world-classness’ in a way that does not diminish their brand image. Drawing on interviews of parents and key gatekeepers, this paper examines how British private schools in Nigeria (BPS-NIG) and British private boarding schools in the UK (BPBS-UK) evoked and projected their supposed world-classness through the strategic use of white symbolism and the expensive admission process. The paper contends that the latter are types of soft-sell marketing techniques utilised by BPS-NIG and BPBS-UK to sell British schools without imperilling their brand image. The paper concludes by drawing attention to the racial implication of framing whiteness and white British specifically as synonymous with high-quality, ‘world-class’ education.

Item Type: Article
Uncontrolled Keywords: world-class education, the soft-sell technique, British private schools, Nigerian elite parents, British whiteness, white symbolism
Subjects: L Education > L Education (General)
Divisions: Faculty of Arts, Business & Applied Social Science > Department of Applied Social Sciences
SWORD Depositor: Pub Router
Depositing User: Pub Router
Date Deposited: 15 May 2024 08:08
Last Modified: 15 May 2024 08:08

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