cover of book
 

Marketing Schools, Marketing Cities: Who Wins and Who Loses When Schools Become Urban Amenities
by Maia Bloomfield Cucchiara
University of Chicago Press, 2013
Cloth: 978-0-226-01665-8 | Paper: 978-0-226-01682-5 | eISBN: 978-0-226-01696-2
Library of Congress Classification LC5133.P5C84 2013
Dewey Decimal Classification 370.91732074811

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ABOUT THIS BOOK
Discuss real estate with any young family and the subject of schools is certain to come up—in fact, it will likely be a crucial factor in determining where that family lives. Not merely institutions of learning, schools have increasingly become a sign of a neighborhood’s vitality, and city planners have ever more explicitly promoted “good schools” as a means of attracting more affluent families to urban areas, a dynamic process that Maia Bloomfield Cucchiara critically examines in Marketing Schools, Marketing Cities.

 

Focusing on Philadelphia’s Center City Schools Initiative, she shows how education policy makes overt attempts to prevent, or at least slow, middle-class flight to the suburbs. Navigating complex ethical terrain, she balances the successes of such policies in strengthening urban schools and communities against the inherent social injustices they propagate—the further marginalization and disempowerment of lowerclass families. By asking what happens when affluent parents become “valued customers,” Marketing Schools, Marketing Cities uncovers a problematic relationship between public institutions and private markets, where the former are used to leverage the latter to effect urban transformations.

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