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Ekonomiprogrammet 2011 - vad och för vem?: - En textanalys av gymnasieskolors broschyrer
Stockholm University, Faculty of Social Sciences, Department of Education.
2011 (Swedish)Independent thesis Basic level (professional degree), 15 credits / 22,5 HE creditsStudent thesisAlternative title
Economics 2011 - What and for Whom? : - A text analysis of upper secondary school brochures (English)
Abstract [sv]

Med avstamp i debatten kring gymnasieskolors marknadsföring och information gentemot elever, tog denna studie sin form. Studie- och yrkesvägledning är en profession som har att förhålla sig till hur information i gymnasieskolors broschyrer kan relateras till stödinsatser för elever som står inför ett gymnasieval. Syftet var att utifrån ett diskursteoretiskt perspektiv belysa hur gymnasieskolors information i broschyrer 2011 kan relateras till elevers valhandlingar och marknadsföring av gymnasieutbildning. Genom tillämpning av en textanalytisk modell med fokus på en ideationell samt interpersonell struktur analyserades 52 broschyrer från gymnasieskolor som erbjuder Ekonomiprogrammet 2011 inom Stockholms Läns samverkansavtal. Resultat visade att vissa skolor inte följer statliga rekommendationer för hur Ekonomiprogrammet bör beskrivas gentemot elever samt att det definieras relativt olika i broschyrerna. De slutsatser som drogs var att gymnasieskolor appellerar till olika utbildningsaspirationer samt att eleverna betraktas som konsumenter, vilket kommer till uttryck genom olika immateriella erbjudanden från skolorna.

Abstract [en]

This study takes its point of departure in the ongoing debate on how upper secondary schools use marketing and information to attract future students. Career guidance is a profession that includes considerations about how information in schools’ brochures can relate to guidance support regarding educational choice. The aim of the study is, from a discourse-theoretical perspective, to illuminate how information in upper secondary school brochures of 2011 relates to educational choice, and also how upper secondary schools market themselves. By applying a text analysis model that focused on ideational and interpersonal structure, 52 brochures from schools in ‘Stockholms Län’ about the programme ‘Economics’ were analysed. Results show that not all upper secondary schools follow the national guidelines for how ‘Economics’ should be described in the brochures and that the descriptions of the programme varies. Conclusions of this study were that brochures of upper secondary schools appeal to different educational aspirations, and that students are seen as consumers to whom different intangibles are offered.

Place, publisher, year, edition, pages
2011. , 53 p.
Keyword [en]
Upper secondary school, information, Economics, discourse perspective, text analysis, career guidance, career theory, marketing
Keyword [sv]
Gymnasieskolan, information, Ekonomiprogrammet, diskursteoretiskt perspektiv, textanalys, vägledning, karriärteori, marknadsföring, studie- och yrkesvägledning
National Category
Sociology Pedagogy
Identifiers
URN: urn:nbn:se:su:diva-58856OAI: oai:DiVA.org:su-58856DiVA: diva2:423109
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-28 Created: 2011-06-14 Last updated: 2011-06-28Bibliographically approved

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Gymnasieskolors broschyrer(902 kB)445 downloads
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Bernengo, Maria-EvaVenström, Kajsa
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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