The Promotion Of Education: A Critical Cultural Social Marketing Approach

Valerie Harwood Nyssa Murray The Promotion of Education A Critical Cultural Social Marketing Approach The Promotion of Education Valerie Harwood · Nyssa Murray The Promotion of Education A Critical Cultural Social Marketing Approach Valerie Harwood Sydney School of Education and Social Work The University of Sydney Sydney, NSW, Australia Nyssa Murray Sydney School of Education and Social Work The University of Sydney Sydney, NSW, Australia ISBN 978-3-030-25302-8 ISBN 978-3-030-25300-4  (eBook) https://doi.org/10.1007/978-3-030-25300-4 © The Editor(s) (if applicable) and The Author(s) 2019 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover image: © Darroch Donald/Alamy This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland We dedicate this book to the communities and to those that work hard and endlessly in communities to overcome disadvantage. Preface The Promotion of Education—A Critical Cultural Social Marketing Approach introduces critical cultural social marketing, an approach that builds on the discipline of social marketing, adapting these techniques for use in the promotion of educational futures in communities and places where there is educational disadvantage. The promotion of education that we describe is underpinned by a twofold commitment to an understanding of firstly, the effects of difficult experiences with institutions such as schools, and secondly, that learning is diverse. Involving the critical in promoting education means that we are alert to these effects and impacts of institutions of educat