Show simple item record

dc.contributor.authorMcDonald, P.
dc.contributor.authorMayes, Robyn
dc.contributor.authorPini, Barbara
dc.contributor.editorStewart Lockie
dc.contributor.editorDavid Bissell
dc.contributor.editorAlastair Grieg
dc.contributor.editorMaria Hynes
dc.contributor.editorDavid Marsh
dc.contributor.editorLarry Saha
dc.contributor.editorJoanna Sikora
dc.contributor.editorDan Wood
dc.date.accessioned2017-01-30T15:39:18Z
dc.date.available2017-01-30T15:39:18Z
dc.date.created2010-03-18T20:02:09Z
dc.date.issued2009
dc.identifier.citationMcDonald, Paula and Mayes, Robyn and Pini, Barbara. 2009. Organisational Rhetoric in the Prospectuses of Elite Private Schools: Unpacking Strategies of Persuasion, in Stewart Lockie, David Bissell, Alastair Grieg, Maria Hynes, David Marsh, Larry Saha, Joanna Sikora and Dan Wood (ed), The Australian Sociological Association 2009 Annual Conference, Dec 1 2009. Canberra: TASA.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/48395
dc.description.abstract

Schools have seldom been examined by scholars in studies of organizational sites. Yet schools and the educational context in which they operate, offer potentially important insights into how organizations use rhetoric in their communications to persuade audiences and leverage advantage in the marketplace. This study, which utilises rhetorical analysis to examine the persuasive, yet ambiguous strategies used in 65 school prospectuses in Australia, revealed six strategies consistently used by schoolsto leverage competitive advantage and persuade internal and external audiences:identification, juxtapositioning, bolstering or self-promotion, partial reporting, self expansionand reframing or reversal. As well as illustrating how schools operate in the context of marketisation and privatization discourses in 21st century education, the organizational theory and methods utilised for the research demonstrates how rhetorical strategies draw on, as well as reproduce, socio-political and cultural discourses around economic and social privilege.

dc.publisherTASA
dc.titleOrganisational Rhetoric in the Prospectuses of Elite Private Schools: Unpacking Strategies of Persuasion
dc.typeConference Paper
dcterms.source.titleThe Future of Sociology
dcterms.source.seriesThe Future of Sociology
dcterms.source.isbn978-0-646-52501-3
dcterms.source.conferenceThe Australian Sociological Association 2009 Annual Conference
dcterms.source.conference-start-dateDec 1 2009
dcterms.source.conferencelocationCanberra
dcterms.source.placeCanberra
curtin.departmentJohn Curtin Institute of Public Policy (JCIPP)
curtin.accessStatusOpen access


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record