Essay Question 4 - Explain the link between branding, education and the postmodern context: Flashcards
Introduction Question four- Explain the link between branding, education and the postmodern context:
Education has been commoditized; performativity (‘it works’) has come to replace scholarship (knowledge for its own sake); information has replaced knowledge; and the computer has become the major shaping force upon educational practices. Education researchers have yet to absorb the impact of postmodernism, they and us are already living it, as the cultural condition of postmodernity, characterised by:
• globalisation: ‘McDonaldization’, multinationals, ease of global communication and travel
• the return to local identity in the face of globalisation (the resurgence of interest in ethnic ‘roots’ in Eastern Europe after the collapse of Soviet Communism)
• the everyday acceptance of cultural ‘pick and mix’ (a breakfast of muesli with Costa Rican coffee, dress in Italian and American designed clothes made in Singapore, drive to work in a French car whose parts are manufactured in several countries, sushi for lunch and Indian takeaway with German beer for dinner, watch an Australian movie on television, check emails on a Japanese computer)
• the rapid development of technologies such as computers and bioengineering, the emergence of cyber culture and the promise of cyborgs (human-machine ‘cybernetic organisms’)
• the rise of the information age (including the turning of education into ‘edutainment’ or ‘infotainment’)
• acceptance of living with virtual worlds or representations of the real (largely through mass audience television)
• the growth of mass surveillance
• the shift from a culture of production to a culture of consumption, now characterised by the consumption of ‘signs’ such as information, entertainment and advertising
Most university undergrads now taught by poorly paid part-timers, Universities increasing use of sessional, contract academic staff
Media plays a big role with selling education The radios advertising schools, schools trying to persuade all the international students so they can fund them and so on.. Education or schools have become institutions where information is passed down to create a better worker for the global market rather then knowledge and passion
I’m also going to write about the use of commercial branding on school sporting ovals and score boards which creates awareness about a business and it’s product and also puts a dollar in the schools bank
What are some factors contributing to the reconstruction of the Australian tertiary sector
john Dawkins - Labour minister in the Hawke Government for Employment, Education and Training
Neo-liberal ideology – HECS
Growth in university sector – 39 universities
Removing the entry cap – The Rudd Government
Deregulation? – The Abbot Government
what are some Broader changes associated with the emergence of postmodernity
The Dawkins (neo-managerial) Plan
· Amalgamation (bigger is better)
· Universities to adopt fundamentals of the business model
· Embrace entrepreneurship practices
· Practices of setting targets,
· Developing market plans
· Introducing performance controls
· Competition
· Universities seen as sites of industrial production vital to Australia’s economic and national interests.
