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Time to catchy up!: The remaking of the building worker, car engineer and child nurse in Swedish vocational education
Karlstad University, Faculty of Arts and Education, Department of Education.
2008 (English)Conference paper (Refereed)
Abstract [en]

In Sweden has, as in many other countries, neoliberal discourses invaded the public sector. One effect of this hegemony is that schools and education programmes have been commoditised and become competing products to be sold to students in a free market. In this process, where also private alternatives increasingly are offered, are public schools forced to find new catchy profiles and ways to present their education programs. Inspired by poststructuralism, feminism and masculinity studies, and by taking my point of departure in the marketing of three vocational programmes; the building worker program, the car engineer program and the child nursing program, I will present how stereotypes are used, reworked and contested in the schools attempts to win the students. The images found are also compared to the constructions presented by teachers and students in the programmes.

Place, publisher, year, edition, pages
2008.
Keyword [en]
masculinity, femininity, school, vocational education, branding, visual culture, discourse, child nurse, fire fighter, car engineer, building worker
National Category
Gender Studies
Research subject
Gender Studies
Identifiers
URN: urn:nbn:se:kau:diva-24899OAI: oai:DiVA.org:kau-24899DiVA: diva2:598670
Conference
ASC Cross Roads, University of West India, Jamaica, 3-7/7 2008
Projects
Maskulinitet på schemat
Available from: 2013-01-22 Created: 2013-01-22 Last updated: 2013-01-22

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