Virtual Schools' Recruiting Practices and Reality: A Cultural Studies Analysis of Virtual School Commercials

• In Event: 43.078 - MTCC Roundtable Session 16
  In Roundtable Session: 43.078-4 - Research on School Choice: Choosing and Recruiting

Abstract

Virtual schools are a growing phenomenon in K-12 education. Unfortunately, little is known about their recruitment and enrollment practices. To understand how the racial, socioeconomic, and special education student representation in virtual schools differs so drastically from traditional public schools, we investigated the multiple messages and interpretations of virtual school advertisements, employing methods innate to the field of cultural studies. Results show a preferred reading offered by virtual schools that contradicts current research on student achievement in virtual schools as well as on their enrollment and recruitment practices. Results also show that virtual schools present themselves in a very positive light while neglecting realities of diverse student populations and their needs.

Authors

• Christian Zachary Goering, University of Arkansas

• Seth David French, University of Arkansas

• Johnny B. Allred, University of Arkansas

• Dennis Beck, University of Arkansas at Fayetteville