Edvertising International: The Swedish Schooling Market and New Populations

• In Event: Intersections Between School Choice, Social Class, Language, and Race

Abstract

This paper explores the advertising in the Swedish educational market using market signaling as a theoretical frame and content analysis as method. The research questions are: To what extent were visibly ethnic minority students depicted in educational advertisements in Stockholm following the migration crisis of 2015? Were there any differences between the marketing practices of free school and municipal schools? Though visibly ethnic minority students are present in advertising viewbooks for municipal and free (charter) schools distributed at Stockholm’s high school fair, when only comparing the viewbooks of schools that were present all three years, there was a statistically significant difference in the representation of visible minorities between free schools and municipal schools

Author

• Paul S Myers, University of Illinois