School Choice, Brand Loyalty and Civic Loyalty

Applying a philosophical perspective to the concept of loyalty, I consider how the commodification of education may affect the ties between people. Using both theories of brand loyalty and Albert Hirschman's distinction between exit and voice, I examine how human loyalties may be formed in general and also in the field of education. I conclude that the overemphasis on 'vertical' loyalty (e.g. loyalty of the ruler and ruled, brand loyalty) demanded by marketisation can undermine and may, under certain conditions, erase the very structures of 'horizontal' loyalty (between equal citizens in a democratic society) essential for the civic arena. These structures are also necessary for schools to function in their civic task of educating the future citizenry.