Does advertising pervert higher education? The case for resistance

Gibbs, Paul (2007) Does advertising pervert higher education? The case for resistance. Journal of Marketing for Higher Education, 17 (1). pp. 3-11. ISSN 0884-1241

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Abstract

My argument is that when marketing-particularly advertising-may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions. This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and manipulative it is potentially exploitative and that this exploitation can harm the goal of an education for a common good. Should it do this then it becomes morally problematic.

Item Type:Article
Research Areas:Institute of Work Based Learning > Work Based Learning
ID Code:2586
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Deposited On:24 Jun 2009 07:44
Last Modified:30 Jan 2014 08:20

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