Fixing contradictions of education commercialisation: Pearson plc and the construction of its efficacy brand

ABSTRACT

This paper explores some of the fundamental contradictions related to the commercialisation of education and how Pearson plc – ‘the world’s leading multinational education company’ – is trying to overcome these challenges through discourse and semiotics. Pearson’s Efficacy Framework is a semiotic-calculative device created to measure the impact of educational products and services sold by the company. This paper examines the ways in which the efficacy programme and tools developed by Pearson represent a type of ‘social fix’ intended to resolve contradictions linked to education commercialisation by demonstrating the ‘measurable impact’ and ‘outcomes’ resulting from its educational products and services and communicating that to customers, shareholders, policymakers, state managers and partners. Efficacy will be analysed as it relates to a hegemonic ‘knowledge brand’ in the making in education that is being actively promoted and appropriated by Pearson. Pearson, therefore, aims to construct a corporate brand and reputation around efficacy based on legible measures of performance, which this paper argues is in response to risks and contradictions associated with the commercialisation of education.