The Stuff of Knowledge in Schools: Welcome to the Desert of the Real

Mrs Barbara Garrick
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Teaching in the twenty first century is semiotic work.As such it is vulnerable to commodifcation for profit. That is, in a knowledge economy the key commodity for sale to the public is semiotics and signs. These are words and pictures about knowledge. Knowing how to access and then read the signs and semiotic systems well is an asset in a world controlled by instant and ever-changing communication highways. If semiotics are themselves commodifiable then it is easy to market a school as able to sell signs, even if the school does not do so, well. The school is then in direct competition with private companies who can package these signs for instant access, and private schooling whose marketing budgets may be better used to sell the production of signs.

Education departments world wide are now in the business of standardizing these products and using packaging to sell their product.This paper will argue that school managers behave as if rich individuals betting on futures markets and that the knowledge they may well produce is in fact more holographic than real.

Keywords: Stuff of Knowledge, Knowledge Economy, Semiotics
Stream: Knowledge, Teaching and Learning, Cyberspace, Technology
Presentation Type: Paper Presentation in English
Paper: Stuff of Knowledge in Schools, The

Mrs Barbara Garrick

Student and Casual Academic, School of Education, University of Queensland
Brisbane, Queensland, Australia

Ref: H06P0386