The joy of privilege: elite private school online promotions and the promise of happiness

Drew, Christopher and Gottschall, Kristina and Wardman, Natasha and Saltmarsh, Sue (2016) The joy of privilege: elite private school online promotions and the promise of happiness. In: Elite schools: multiple geographies of privilege. Education in Global Context. Taylor & Francis (Routledge), New York, United States, pp. 87-100. ISBN 978-1-13-877941-9

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[Introduction]: Images of happy, successful students are ubiquitous in 'the education landscape and the
idealized childhoods it invites us to imagine' (Saltmarsh, 2011, p. 33). Through a broad range of texts, policies and everyday practices, cultural imaginaries that equate childhood with happiness as simultaneously an ideal, an entitlement and a natural state of being, furnish
normative frames of reference for which cultural understandings of childhood and studenthood emerge (Saltmarsh, 2011; Chapman & Saltmarsh, 2013; Fisher, Harris, & Jarvis, 2008; Youdell, 2006). In this paper, we consider how the promotional texts of elite private
schools in Australia draw upon and contribute to the discursive constitution of childhood happiness as a commodified feature of ideal studenthood. We argue that in elite school promotions, happiness functions alongside institutional narratives of gender, sexuality, race
and social class as a device that equates social status and privilege with idealised imaginaries of child/student subjectivities.

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted Version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Teacher Education and Early Childhood
Date Deposited: 09 Jan 2017 22:44
Last Modified: 11 Dec 2017 01:41
Uncontrolled Keywords: private schools; Australia; promotion
Fields of Research : 13 Education > 1301 Education Systems > 130199 Education systems not elsewhere classified
16 Studies in Human Society > 1608 Sociology > 160809 Sociology of Education
13 Education > 1303 Specialist Studies in Education > 130399 Specialist Studies in Education not elsewhere classified
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9502 Communication > 950205 Visual Communication
C Society > 93 Education and Training > 9304 School/Institution > 930403 School/Institution Policies and Development
C Society > 93 Education and Training > 9304 School/Institution > 930402 School/Institution Community and Environment

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