"Everybody Has to Do Their Homework": Parental Responsibility in a Mature Choice Market

• In Event: Voices of Charter School Families and Students

Abstract

In New York City, charter schools are clustered in lower-income communities of color such as Harlem, South Bronx, and Central Brooklyn. This geographic clustering, coupled with a history of academically underperforming schools, has made these communities prime targets for educational marketing. Although the marketing efforts represent a critical component of conveying information to consumers, limited research exists on how parents receive and make sense of marketing materials and what ultimately drives their decision in choosing an elementary school. At the same time, few studies examine how parents interact with schools through marketing. We use a case study approach to explore how low-income parents make sense of marketing and branding materials and what role advertisements play in their decision-making processes.

Authors

• Catherine C. DiMartino, St. John's University

• Stephen Kotok, St. John's University

• Elizabeth Gil, Fordham Graduate School of Education

• Randall F. Clemens, St. John's University