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Varumärket barndans: en studie av hur privata dansskolor i Stockholm marknadsför barndans och hur det påverkar pedagogiskt och konstnärligt arbete
Stockholms konstnärliga högskola, Institutionen för danspedagogik.
2014 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

In this study I analyze the marketing strategies of the six biggest private dance schools in Stockholm, Sweden, through their official websites. As a target I have chosen to focus on dance for children in the age of two to five. The purpose is to summarize the information about the school’s range of courses offered, their target groups and their pedagogic ideology. The aim is also to gain a deeper understanding of the school’s view on dance as an art form versus a commercial field, and the possible influence of these on the teachers and their pupils. With an objective approach I have chosen an image- and content analysis as a method. The study shows that the schools aim towards a limited group of gender-stereotypical children of which they portray a unilateral image of; where variation of ethnicities and body types is limited. The results show as well that the schools have a major commercial focus in their marketing as they both verbally and visually highlight scenic performance. This assumingly suggests that their pedagogic practice has its ground in choreographic work, even with the young ages. This creates a complication as the commercial agenda collides with the artisic vision of a higher educated dance pedagogue.

Ort, förlag, år, upplaga, sidor
2014. , s. 28
Nyckelord [en]
Private dance schools, children’s dance pedagogics, marketing strategies, dance as an art form, commercial ideology in dance
Nyckelord [sv]
Dans, Danspedagogik, Barndans
Nationell ämneskategori
Scenkonst Pedagogiskt arbete
Identifikatorer
URN: urn:nbn:se:uniarts:diva-113OAI: oai:DiVA.org:uniarts-113DiVA, id: diva2:927034
Utbildningsprogram
Danspedagogik
Anmärkning

Uppställd i SKH:s arkiv

Tillgänglig från: 2016-05-10 Skapad: 2016-05-10 Senast uppdaterad: 2016-05-10Bibliografiskt granskad

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