Postmodern Advertising in Higher Education: A Dilemma for Citizenship Education

By:
Dr. John F. Freie
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Over the last three decades two economic changes have occurred in higher education in the United States that have had significant effects on the learning environment, especially as it relates to educating for civic responsibility. Higher education has not only become increasingly expensive, but the costs of a college or university education have shifted from being a public responsibility (i.e., government funding) to being paid for by the private consumer (i.e., the students). Colleges and universities have responded to these changes by entering the world of advertising in an increasingly aggressive and sophisticated manner.

The most recent (and most successful) advertising trends approach advertising from a postmodern perspective. But the impact of advertising on the college environment has yet to be fully examined. In fact, employing a postmodern marketing strategy has had significant effects on all aspects of college life, from the administration of the school, to student life, to the behavior of faculty and even to the curriculum itself.

This paper examines postmodern marketing techniques as they have been used by colleges and universities in the United States and analyzes how they have created an educational environment that makes it problematic for creating effective programs to educate for civic responsibility.


Keywords: Civic Education, Citizenship Education, Postmodern Advertising, Higher Education
Stream: Community, Culture, Globalisation
Presentation Type: Paper Presentation in English
Paper: Postmodern Advertising in Higher Education


Dr. John F. Freie

Professor and Chair, Department of Political Science, Le Moyne College
USA

John F. Freie is Professor of Political Science and Chair of the department at Le Moyne College in Syracuse, New York. With over thirty years of teaching experience, he is committed to teaching pedagogies that attempt to develop democratic citizenship skills and attitudes in students by democratizing his classes. He is author of the book Counterfeit Community and numerous articles about American politics in journals such as the American Politics Quarterly and Political Behavior. In addition he has developed and written extensively about innovative pedagogical techniques that have as their goal the teaching of civic responsibility.
Professor Freie received his B.A. from the University of Northern Iowa, his M.A. from Miami University in Ohio, and his Ph.D. in political science from the University of Missouri. He is former chair of the national board of directors of Educators of Social Responsibility.

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