Chancellor Carranza and “Marketing”

Nov 20, 2018 by

Schools Chancellor Richard Carranza took some heat last week for suggesting that the negative views that some people have of public schools may be attributable to faulty perceptions, perhaps fueled by misinformation and misinterpretation and that a fairer representation might be achieved with the help of improved “marketing.”
Carranza was right, but his choice of the word “marketing” was a trifle slipshod. Great care must be taken with words these days. Loose lips sink ships.

The Chancellor’s critics think he was giving short shrift to the challenges that public schools face. They believe the problems are largely self-inflicted and they stop just short of accusing him of turning a blind eye to them.
They practically imply  that his confidence in public schools is proof he’s living a fool’s paradise and that traditional schools can be fixed only by policies of penance and self-loathing.

But these critics heap praise on what they consider utopian charter schools.  They view these private, unregulated enterprises as unmitigated successes.
What’s wrong with the word “marketing”?  Nothing implicit. It’s in the connotations.  It has overtones of shallow commerce and propaganda,  merchandising, product packaging, promotions and hype.

Even closeouts!

It’s ironic that the charter school boosters are so touchy about the word “marketability” since their entire industry more about commerce and advertising than about education. 

They market illusions.

Chancellor Carranza wants to get the word out about the many areas in which public schools are excelling.The snipers call that marketing.  Educators, parents, researchers and students call that truth-telling.

Ron Isaac

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