Fuzzy books and sideways looks: discourses of schooling on Australian television advertisements

Abstract

Media constructions of schooling provide suggestions about what should be expected of the school experience. Studies on discourses of schooling have examined how the school is framed in media discourses, but few have examined how it is formed mundanely and repeatedly in advertisements promoting products that are not directly educational. This paper examines how the school is constructed in a range of television advertisements that sell products that are not directly educational such as cereal and broadband Internet, focusing on how schools come to be framed negatively in advertising narratives. The television advertisements often use the technique of governmentality, whereby they attempt to direct the conduct of viewers by suggesting that self-improvement is achievable through personal enterprise. These advertisements position parents as agentive consumers of education, whose consumption habits are central to their children's scholarly success within problematic educational spaces.