Marketing Australian public schools: the double bind of the public school principal

Abstract

ABSTRACT Marketization is the development of quasi-markets on the systemic level, which promote choice, competition, accountability, and devolution in public schooling. Marketing is a strategy that individual school leaders employ to respond to these logics. This paper argues that education marketization has led to an increase in school-based marketing within the Australian public school system. The eight public school principals we report on here, perceived marketing as a key technique in shaping school choice but paradoxically, felt that they shouldn’t have to market to prospective families. In addition, some participants no longer felt like they operated as public schools, but rather, existed somewhere in the “grey zone” between public and private. We use Bateson’s concept of the double bind to argue that marketization is creating a system of performative pressures for public school principals that contradict with their ethical values and beliefs. This double bind is not representative of a simple contradiction of individual conflict, but of school leaders caught up in an ongoing system of marketization that produces conflicting definitions of “publicness” and understanding of what public schools are and ought to be.