Fairy-Tale Niche Marketing: Neoliberal Appropriation of Pre-School Education

Abstract

In the article the author describes specfic mechanisms of neoliberalization at work in pre-school education in Poland. The argument is based on an ethnographic analysis of a theatre performance which crowned one of Wrocław’s educational projects called “Enterprising Pre-school Student”. It demonstrates the workings of neoliberal ideology, which—based on the niche marketing strategy—targets specific needs of particular consumer groups. Addressing children with a specialised marketing message, the strategy uses fairy tales as a tool and cover for instilling desired behaviour patterns in them.

Keywords

• bajka
• edukacja przedszkolna
• marketing niszowy
• neoliberalizacja
• przedsiębiorczość
• Wrocław