Commercial School-Business Relationships in New Zealand

  • David Stuart


This article explores contemporary commercial school-business relationships in New Zealand schools, in a context of intensifying of child-business relationships, and in particular the blurring of once clear boundaries between children’s learning, their entertainment experiences, and the commercial efforts of corporate marketing and public relations. These child-business relationships in turn arise through contemporary consumer capitalism, and three problematic features of this economy are considered: inequality, commodification and globalisation. The last part of the article considers how schools are currently managing their commercial school-business relationships, with a particular emphasis on classroom teachers, and curriculum-related materials and programmes. It is suggested that schools are responding to children who are different because of their changing social status through consumption. However, in terms of school-business relationships, this response has yet to extend beyond using commercialised popular culture to motivate and engage, into a more critical examination of these relationships and of commercial culture generally.


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Author Biography

David Stuart
How to Cite
STUART, David. Commercial School-Business Relationships in New Zealand. The New Zealand Annual Review of Education, [S.l.], n. 15, july 2005. ISSN 1178-3311. Available at: <>. Date accessed: 28 oct. 2020. doi:


Educational Policy and Administration