A school by any other name...

Mukhopadhyay, Rahul and Mehendale, Archana (2016) A school by any other name... Learning Curve (25). pp. 56-57.

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World class universities in India might still be a distant dream, but there is a world very close to us populated by the Oxfords, Cambridges, and Stanfords that strangely pitch for uniqueness not through their singularity but through their multiplicity. This very same space is also dotted with anachronistic public figures – Vivekananda, Martin Luther, Max Muller, Aurobindo, Netaji Subhas Chandra Bose, Indira Priyadarshini, Nehru, Mother Teresa, Isaac Newton, Alfred Noble, Rajiv Gandhi, Annie Besant, including the one which seems tinged with an ironical overture towards our current ‘medium of instruction’ predicament – Macaulay. Yes, indeed, these are the names of private schools that dot the educational landscape of Bangalore city and its nearby areas, as we found during a recent study.Private schools across the country draw upon a range of strategic nomenclature strands to distinguish themselves in the rapidly proliferating world of such schools in both urban and mofussil areas. In the new education marketplace, a school name goes beyond the mere necessity of defining an institutional identity. In fact, it functions as a tool that establishes a brand identity, so essential to woo the confused but eager consumer-parents. Given a general lack of systematic, complete, transparent and reliable information available in the public domain about schools, the school name becomes a tangible proxy for judging school quality.

Item Type: Articles in APF Magazines
Authors: Mukhopadhyay, Rahul and Mehendale, Archana
Document Language:
Uncontrolled Keywords: Education, Elementary education, Early childhood education
Subjects: Social sciences > Education
Divisions: Azim Premji University > University Publications > Learning Curve
Full Text Status: Public
URI: http://publications.azimpremjiuniversity.edu.in/id/eprint/831
Publisher URL: http://apfstatic.s3.ap-south-1.amazonaws.com/s3fs-...

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