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Marketing in schools, commercialization and sustainability: policy disjunctures surrounding the commercialization of childhood and education for sustainable lifestyles in England

Wilkinson, Gary

Authors

Gary Wilkinson



Abstract

Capitalist expansion is predicated on consumption and growth driven by citizens following their individual preferences in the marketplace. To promote consumption and influence consumer wants and desire, propaganda is used to persuade citizens to purchase products using a wide and diverse range of techniques. In recent decades, this has involved an increase in the marketing of products and consumerist values to children through the education system and the broader media. This article argues that successive UK governments’ public policy in this area has been characterized by inaction, inertia and contradiction and that the resulting policy disjunctures are at variance with their public rhetoric about the commercialization of childhood and professed objectives regarding the promotion of environmental awareness and sustainable lifestyles in schools.

Publication Date 2016-02
Journal Educational review
Print ISSN 0013-1911
Electronic ISSN 1465-3397
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 68
Issue 1
Pages 56-70
Institution Citation Wilkinson, G. (2016). Marketing in schools, commercialization and sustainability: policy disjunctures surrounding the commercialization of childhood and education for sustainable lifestyles in England. Educational review, 68(1), 56-70. https://doi.org/10.1080/00131911.2015.1058750
DOI https://doi.org/10.1080/00131911.2015.1058750
Keywords Sustainability, Marketing, School commercialism, Commercialization, Propaganda, Childhood
Publisher URL http://www.tandfonline.com/doi/full/10.1080/00131911.2015.1058750#.Vbd_MU_bI6I
Copyright Statement ©2017 University of Hull
Additional Information This is an Accepted Manuscript of an article published by Taylor & Francis in Educational review on 06/07/2015, available online: http://wwww.tandfonline...0/00131911.2015.1058750

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