Rating the Raters: Markets, Isomorphism, and Information Asymmetry

• In Event: Parental Choice, Marketing, and the Challenge of Equity in School Choice Contexts

Abstract

Schools sometimes lack incentives to provide “usable” information beyond what is state-mandated. Often, this publicly available data is narrow and unclear, creating an information asymmetry between schools and choosers. School rating platforms like GreatSchools.org and USNews.com claim to address this gap. However, their methodologies—framed as objective and data-driven—frequently reinforce existing asymmetries by privileging narrow metrics like test scores and college readiness. Using the framework of institutional isomorphism, we show that their methods are often strikingly similar, challenging the notion that market competition fosters meaningful innovation. Furthermore, these platforms shape parental perceptions and contribute to race- and class-based segregation. This paper contests the presumed neutrality of these platforms and calls for equity-focused alternatives to current accountability systems.

Authors

• Christopher A. Lubienski, Indiana University

• Steffi E. Thomas, Indiana University

• Kristin Schumacher, Indiana University