School prospectuses and promotional videos appeal to parents by presenting idealised images of the education a school provides. These educational idealisations visually realise the form of discipline a school is expected to provide, depending on the social habitus of the parents. This paper presents a content analysis of the images used in 33 sets of marketing materials from a maximally diverse sample of schools from the state of Victoria. These images are interpreted using the lenses of Bernstein's control and Bourdieu's habitus and cultural capital. The promotional images are found to vary systematically in terms of content and form depending on the perceived social class of the students which the schools attract.
Field of Research
13 Education 16 Studies In Human Society 130304 Educational Administration, Management and Leadership
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