Marketing Schools, Marketing Cities: Who Wins And Who Loses When Schools Become Urban Amenities by Maia Bloomfield Cucchiara

Marketing Schools, Marketing Cities: Who Wins And Who Loses When Schools Become Urban Amenities

byMaia Bloomfield Cucchiara

Paperback | May 25, 2013

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Discuss real estate with any young family and the subject of schools is certain to come up—in fact, it will likely be a crucial factor in determining where that family lives. Not merely institutions of learning, schools have increasingly become a sign of a neighborhood’s vitality, and city planners have ever more explicitly promoted “good schools” as a means of attracting more affluent families to urban areas, a dynamic process that Maia Bloomfield Cucchiara critically examines in Marketing Schools, Marketing Cities.
 
Focusing on Philadelphia’s Center City Schools Initiative, she shows how education policy makes overt attempts to prevent, or at least slow, middle-class flight to the suburbs. Navigating complex ethical terrain, she balances the successes of such policies in strengthening urban schools and communities against the inherent social injustices they propagate—the further marginalization and disempowerment of lowerclass families. By asking what happens when affluent parents become “valued customers,” Marketing Schools, Marketing Cities uncovers a problematic relationship between public institutions and private markets, where the former are used to leverage the latter to effect urban transformations.

About The Author

Maia Bloomfield Cucchiara is assistant professor of urban education in the College of Education at Temple University. 

Details & Specs

Title:Marketing Schools, Marketing Cities: Who Wins And Who Loses When Schools Become Urban AmenitiesFormat:PaperbackDimensions:304 pages, 9 × 6 × 0.9 inPublished:May 25, 2013Publisher:University Of Chicago PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:022601682X

ISBN - 13:9780226016825

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Extra Content

Table of Contents

List of Illustrations
Acknowledgments
List of Abbreviations and Terms

One A Strategic Opportunity
Two From “Philthadelphia” to the “Next Great City”: Revitalization in a Postindustrial City
Three Institutions of Last Resort: Crisis, Markets, and Stratification in Philadelphia’s Schools
Four Revitalizing Schools: The Center City Schools Initiative
Five “This Is Not an Inner-City School!” Marketing Grant Elementary
Six “This School Can Be Way Better!” Transforming Grant Elementary
Seven The “Segregated Schools Initiative?” Lasting Consequences of a Short-Lived Project
Eight Citizens, Customers, and City Schools

Appendix A Research Methodology
Appendix B Parents’ Activities at Grant Elementary
Appendix C List of Formal Interviews by Category or Title

Bibliography
Index

Editorial Reviews

“Often the critical discussion of the privatization and marketization of schools takes place on a very rhetorical and general level and does little to help us understand how, specifically, schools are becoming more like businesses or more heavily influenced by markets. Maia Bloomfield Cucchiara provides a very clear and compelling example of the involvement of private people and business in public education and of the ways in which market strategies have been at work here. She offers a major contribution that provides a good, detailed look at how ‘market mechanisms’ play out in practice.”