Abstract:
Edu-business is changing understandings, aims, content and methods of education on both a European and global scale. This is also the case in Finland, where various private educational enterprises are gaining a stronger role in defining what education is and should be. In this presentation, informed by previous conceptual work related to changes in education governance and marketisation and privatisation of education, I focus on analysing interviews of edu-preneurs as powerful actors in education. I ask what kind of storytelling is involved when edu-preneurs in Finland describe their services and products, and how they make sense of their industry, their work and themselves as edu-preneurs and how affective dimensions are involved.