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Original Articles

The Culture and Commerce of the Textbook

Pages 147-162 | Published online: 29 Sep 2006

References and notes

  • Williams , R. Marxism and Literature , 19 New York : Oxford University Press . See also M. W. Apple and L. Weis (eds) Ideology and Practice in Schooling (Temple University Press), Philadelphia, 1983, especially Chapter 1.
  • Wolff , J. The Social Production of Art , 47 London : Macmillan .
  • Apple , M. W. , ed. “ I have described this in more detail in ” . In Cultural and Economic Reproduction in Education : Essays on Class, Ideology and the State , Boston : Routledge and Kegan Paul . For further analysis of this, see Williams, Marxism and Literature; Sumner, C. Reading Ideologies, (Macmillan, New York, 1979) Cohen, G. A. Karl Marx's Theory of History: A Defense, (Princeton University Press, Princeton, 1978) and Hirst, P. On Law and Ideology Macmillan, London, 1979)
  • Gitlin , T. “ Television's screens: hegemony in transition ” . In Cultural and Economic Reproduction in Education , Edited by: Apple . The British journal . Screen, has been in the forefront of such analyses. See also Wright, W. Sixguns and Society, (University of California Press. Berkeley, 1975). An even greater number of investigations of literature exist, of course. For representative approaches, see Eagleton, T. Marxism and Literary Criticism, (University of California Press, Berkeley, 1976)
  • Apple , M. Ideology and Curriculum , Boston : Routledge and Kegan Paul . It is important to realize, however, that educational institutions are not merely engaged in transmission or distribution. They are also primary sites for the production of technical/administrative knowledge. The contradiction between distribution and production is one of the constitutive tensions educational institutions must try to solve; up till now they have usually been unsuccessful. For arguments about the school's role in the production of cultural capital, see Apple, M. Education and Power, (Routledge and Kegan Paul, Boston, 1982(, especially Chapter 2
  • Bourdieu , P. and Passeron , J.‐Cl . Reproduction in Education, Society and Culture , Beverly Hills : Sage . and Bernstein, B, Class, Codes and Control, Volume 3, Routledge and Kegan Paul, Boston, 1977
  • For an analysis of recent theoretical and empirical work on the connections between education and cultural, economic, and political power, see Apple, Education and Power.
  • Goldstein , P. 1978 . Changing the American Schoolbook , 1 Lexington, Mass. : D. C: Heath . On which subjects are taught the most
  • Goodland , J. I. A Place Called School , New York : McGraw‐Hill .
  • Keith , S. April 1981 . Politics of textbook selection, Institute for Research on Educational Finance and Governance , April , Stanford University . I do not want to ignore the importance of the massive number of textbook analyses that concern themselves with, say, racism and sexism. These are significant, but are usually limited to the question of balance in content, not the relationship between economic and cultural power. Some of the best analyses of the content and form of educational materials can be found in Apple and Weis (eds) Ideology and Practice in Schooling.
  • Coser , L. , Kadushin , C. and Powell , W. Books: The Culture and Commerce of Publishing , 3 New York : Basic Books .
  • Ibid. 7
  • Febvre , L. and Martin , H.‐J. The Coming of the Book , 109 London : New Left Books . As Febvre and Martin make clear, however, in the 15th and 16th centuries printers and publishers did act as well as ‘the protectors of literary men’, published daring books, and frequently sheltered authors accused of heresy. See 150
  • Ibid
  • Ibid. 44
  • Ibid. 54
  • Griswold , W. 1981 . American Journal of Sociology , 86 ( January ) : 742
  • Ibid. , 748
  • Ibid. , 748 – 749 .
  • Watt , I. The Rise of the Novel , Berkeley : University of California Press .
  • Williams , R. The Long Revolution , London : Chatto and Windus .
  • Griswold . American character and the American novel , 743
  • Shatzkin , L. In Cold Type , 1 – 2 . Boston : Houghton and Mifflin . For estimated figures for years beyond 1980
  • Dessauer , J. P. 1982 . Book Industry Trends, 1982 , New York : Book Industry Study Group, Inc. .
  • Coser , Kadushin and Powell . Books 273 While I shall be focusing on text production here, we should not assume that texts are the only books used in elementary, secondary, and college markets. The expanding market of other material can have a strong influence in publishing decisions. In fact, some mass‐market paperbacks are clearly prepared with both school and college sales in the forefront of the publishers’ decisions. Thus, it is not unusual for publishers to produce a volume with very different covers depending on the audience for which it is aimed. See Compaine, B. M. The Book Industry in Transition: an Economic Study of Book Distribution and Marketing (Knowledge Industry Publications, White Plains, New York 1978) 95
  • Shatzkin . In Cold Type , 63
  • Coser , Kadushin and Powell . Books , 273
  • Goldstein . Changing The American Schoolbook , 61
  • Coser , Kadushin and Powell . Books , 100
  • Ibid. , 154 – 155 .
  • Ibid. , 101
  • Coser , Kadushin and Powell . however, do report that most editors, no matter what kind of house they work for, tend to be overwhelmingly liberal . Ibid. , 113
  • Ibid. , 30
  • Ibid. , 56
  • Ibid. , 135
  • Ibid. , 56 – 57 .
  • Goldstein . 56
  • Coser , Kadushin and Powell . Books , 123
  • Ibid. , 190
  • Keith , Politics . textbook selection , 12
  • Coser , Kadushin and Powell . Books , 366
  • Apple , M. W. 1983 . Curriculum in the year 2000: tensions and possibilities . Phi Delta Kappan , 64 ( January ) : 321 – 326 . I have discussed this at greater length in
  • Compaine . The Book Industry in Transition , 20
  • Ibid. , 33 – 34 .
  • Keith . Politics textbook selection , 8
  • Goldstein . Changing the American Schoolbook , 47
  • Ibid. , 48 – 49 .
  • Peterson , R. A. 1978 . The production of cultural change: the case of contemporary country music . Social Research , 45 ( Summer ) : 292 – 314 . For an interesting discussion of how economic needs help determine what counts as the public for which a specific cultural product is aimed, see the treatment of changes in the radio sponsorship of country music in
  • Dr Maggio , P. and Useem , M. “ The arts in class reproduction ” . In Cultural and Economic Reproduction in Education Edited by: Apple . 181 – 201 .
  • I have discussed the relationship between the commodification process and the dynamics of cultural capital at greater length in Apple, Education and Power.
  • Ibid., especially Chapter 5.
  • Kellner , D. 1981 . Network television and American society . Theory and Society , 10 ( January ) : 31 – 62 .
  • Wexler , P. “ Structure, text and subject: a critical sociology of school knowledge ” . In Cultural and Economic Reproduction in Education Edited by: Apple . 275 – 303 .
  • This is discussed in greater detail in Apple (ed.), Cultural and Economic Reproduction in Education.
  • Coser , Kadushin and Powell . Books , 185
  • Wexler's argument that texts need to be seen as the result of a long process of transformative activity is clearly related here. In essence, what I have been attempting to demonstrate is part of the structure in which such transformations occur and which makes some more likely to occur than others. See Wexler, Structure, text and subject
  • Wolff . The Social Production of Art , 36
  • The relationship between deskilling, reskilling, and the sexual division of labour is treated in more depth in Apple, M. W. Work, gender and teaching. Teachers College Record, 84 (Spring 1983), pp. 611‐628. See also Gordon, D., Edwards, R. and Reich, M. Segmented Work, Divided Workers: the Historical Transformation of Labor in the United States, (Cambridge University Press, New York, 1982
  • Apple . “ Education and Power; ” . In Education and the State, Volume 1 , Edited by: Dale , R. , Esland , G. , Furguson , R. and Mac‐Donald , M. England : The Falmer Press, Barcombe .
  • Apple , M. W. 1982 . Common curriculum and state control . Discourse, 2 number 4 , : 1 – 10 .
  • Liston , D. “ Have we explained the relationship between curriculum and capitalism? ” . In Educational Theory , in press . I am indebted to Dan Liston for documenting the possible power of Offe's work
  • Carnoy , M. “ Education, economy and the state ” . In Cultural and Economic Reproduction in Education Edited by: Apple . 79 – 126 .
  • Dale , R. “ Education and the capitalist state: contributions and contradictions ” . In Cultural and Economic Reproduction in Education Edited by: Apple . 127 – 161 .
  • I do not want to imply that what is ‘transmitted’ in schools is necessarily what is in the text. Nor do I want to claim at all that what is taught is wholly ‘taken in’ by students. For analyses of teacher and student rejection, mediation, or transformation of the form and/or content of curriculum, see Willis, P. Learning to Labour. (Saxon House, Westmead England, 1977) Everhart, R. Reading, Writing and Resistance, (Routledge and Kegan Paul, Boston, 1983); Apple, M. W. Work, gender, and teaching, and the chapters by Linda McNeil, Andrew Gitlin, and Lois Weis, in Apple and Weis (eds), Ideology and Practice in Schooling

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