The Promotion of Education

1. Front Matter

   Pages i-xvii

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2. Involving the Critical and the Cultural in Promoting Education

   • Valerie Harwood, Nyssa Murray

   Pages 1-28

3. Appreciating, Understanding and Respecting the Cultural and Social Contexts of Learning

   • Valerie Harwood, Nyssa Murray

   Pages 29-60

4. A Critical Cultural Approach to Social Marketing?

   • Valerie Harwood, Nyssa Murray

   Pages 61-93

5. Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education

   • Valerie Harwood, Nyssa Murray

   Pages 95-129

6. The Lead My Learning Campaign

   • Valerie Harwood, Nyssa Murray

   Pages 131-169

7. Describing the Critical Cultural Social Marketing Approach Used in the Lead My Learning Campaign

   • Valerie Harwood, Nyssa Murray

   Pages 171-208

8. Analysing and Reviewing the Critical Cultural Social Marketing Approach Used in Lead My Learning

   • Valerie Harwood, Nyssa Murray

   Pages 209-256

9. A Critical Cultural Social Marketing Approach

   • Valerie Harwood, Nyssa Murray

   Pages 257-273

10. Back Matter

    Pages 275-310

    PDF

This book introduces critical cultural social marketing and adapts these techniques for use in the promotion of educational futures in communities and places where there is educational disadvantage. An approach that builds on the discipline of social marketing, the authors describe the promotion of education as underpinned by a commitment to understanding the effects of difficult experiences with institutions such as schools, as well as the diversity of learning. Involving the critical in promoting education means it is possible to be alert to the impacts of institutional education, while involving the cultural means we are forced to appreciate and connect with learning in all its diversity. The authors draw upon examples from Lead My Learning, an education promotion campaign produced using a critical cultural social marketing approach. In doing so, they provide a detailed account of new ways to promote education.

• Critical Cultural Social Marketing
• Widening participation
• Access to education
• Engagement in learning
• Educational Futures
• Education and community
• Retention in higher education
• Disenfranchised from education

• Sydney School of Education and Social Work, The University of Sydney, Sydney, Australia

  Valerie Harwood, Nyssa Murray

Valerie Harwood is Professor of Sociology and Anthropology of Education at the University of Sydney, Australia. Her research focuses on disadvantage and educational inclusion, as well as investigating the adaption of social marketing for widening participation in higher education. 
Nyssa Murray is Project Manager for research to promote education in early childhood settings to create a social marketing campaign as part of an Australia Research Council Future Fellowship. She is a currently an Adjunct Lecturer at The University of Sydney, Australia. 

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