A Demanding Reality: Print-Media Advertising and Selling Smartness in a Knowledge Economy

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Educational Studies: A Jrnl of the American Educ. Studies Assoc 47 (6):507-526 (2011)
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Abstract

In this article we offer analysis of the intersection between what is theorized as the knowledge economy, US schools, and identity politics through our examination of a sample of print media advertisements. The thematic thread we use to tie these pieces together is the concept of smartness, which we frame as a metanarrative of truth reflected in schooling and society. In sum, 156 advertisements are examined and discourses of smartness, race/ethnicity, and gender analyzed. We discuss the ways power has shifted within the knowledge economy to privilege smart identities as representations of human capital and those representations? connections to schooling

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10.1080/00131946.2011.621075

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The Mismeasure of Man.Stephen Jay Gould - 1983 - Ethics 94 (1):153-155.
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