Textbook Case: The Making and Marketing ...

Education News Headline Roundup [00:02:24]

• Bloomberg Philanthropies has announced a $1 billion donation to Johns Hopkins University School of Medicine. This generous gift aims to cover tuition for a majority of students, addressing the financial barriers to medical education.
• Dr. Elena Aydarova's recent work critiques Science of Reading reforms, arguing they often disguise motives of standardization, centralization, and privatization. Her analysis, based on advocacy efforts in Tennessee, reveals how these policies may perpetuate inequalities. The discussion highlights the tension between evidence-based teaching methods and the political agendas that influence educational policy. [Bonus content: A brief back and forth with Alfie Kohn, author of Punished by Rewards and many other titles!]

Textbook Case: The Making and Marketing of Educational Resources [00:13:45]

Textbooks are essential educational resources used to align with standards, provide structured learning, and support lesson planning. The process of creating a textbook begins with identifying a market for the resource and often involves multiple authors or contributors and extensive review. Major publishers such as Pearson and McGraw-Hill dominate the market. Marketing efforts include social media promotion, trade shows, and direct outreach to schools and (increasingly) students. The textbook adoption process for many schools involves evaluation by educators and curriculum coordinators to ensure curricular alignment and often incorporates review committees and pilot testing. Digital versions and supplementary resources such as video, audio, and online coursework are now standard as publishers scramble to appeal to tech-friendly classrooms.

Textbooks face criticism for being outdated, expensive, and potentially biased. They have the potential to promote standardization and test preparation over deep learning and critical thinking. Despite these issues, replacing textbooks is challenging due to the extensive effort required to update associated teaching materials, leading to prolonged use of flawed resources.

Discussion Questions [00:35:30]

1. What are the advantages and disadvantages of using textbooks versus original sources?

2. What does it mean to treat a textbook as an authoritative source of information? Are we equipping students to interrogate these educational materials and approach them with a critical lens?

3. Do textbooks contribute to over-standardization in education?

Sources & Resources:

Bloomberg Philanthropies Makes Medical School Free at Johns Hopkins Medical School

The Science of Reading (16:1)

Bloomberg's donation to Johns Hopkins gives medical students free tuition

What You See Is Not What You Get: Science of Reading Reforms As a Guise for Standardization, Centralization, and Privatization

How a textbook is made - Oxford University Press

The Schools Our Children Deserve - (Book) - Alfie Kohn

Cengage and McGraw-Hill Terminate Merger Agreement

Textbook publishers explore direct-to-student marketing and sales

About NCPC - National Capital Planning Commission

Paris Olympics by the numbers: Participating country stats and facts