Phase 1: An analysis of tutoring marketing in the public media.
In Phase 1 we focused on gaining a sense of the shadow education market in Australia from print and digital advertising materials. We asked:
a) What are the products on offer in the shadow education market?
b) What methods of literacy instruction do these products employ?
c) What promises, fears and aspirations do the products on offer cultivate?
We have published two articles in Q1 journals (see below). Our team also convened a symposium, Pitching Literacy Tutoring to the Responsibilised Parent, at the Australian Association for Research in Education (AARE) Conference 2016, Transforming Education Research, Nov 27- Dec 1, 2016. Melbourne Cricket Ground, Melbourne, Victoria.
- Presentation 1: Responsibilizing parents in primary literacy education: nudge agendas in Australia’s shadow education market
- Presentation 2: Bespoke education in literacy tutoring: testimonial texts as an appealing marketing trope
- Presentation 3: Commodifying education: marketing English literacy products to families of primary school students
See Conferences and Lectures for further information.
Publications
- Doherty, Catherine, Dooley, Karen (2018) Responsibilising parents: The nudge towards shadow tutoring. British Journal of Sociology of Education, 39 (4), pp.551-566.
- Dooley, Karen, Liu, Liwei, Yin, Yue (2020) Supplying private tuition: edu-business and Asian migration in Australia. Discourse, 41 (1), pp.98-109.
