ABSTRACT

In this study, we employ discourse analysis of US gubernatorial political advertisements to analyze the discursive struggles over the purposes of public schools. The advertisements are analyzed to demonstrate how rhetoric works to shape consent for dominant, human capital views regarding schooling's purposes, as well as to communicate alternative articulations of schooling's purposes which can disrupt that consent. In the latter exploration, we draw upon the approach of public persuasion, where the public is persuaded to deem something other than dominant economic values as relevant for making education decisions. We analyze alternative contextual cues that can shift citizens’ impressions, leading them to weigh conflicting values toward schools differently. We offer narratives that change the meaning citizens make of schools with the aim of building public support for public schools.

摘要

在这项研究中，我们使用美国州长政治广告的话语分析来分析关于公立学校目的的话语斗争。对广告进行分析，以展示修辞如何影响对有关学校教育目的的主要人力资本观点的同意，以及传达可能破坏该同意的学校教育目的的替代表述。在后一种探索中，我们借鉴了公众说服的方法，在这种方法中，公众被说服认为与制定教育决策相关的东西与主流经济价值观不同。我们分析了可以改变公民印象的替代语境线索，导致他们以不同的方式权衡对学校的冲突价值观。