The Trojan Horse: The Growth of Commercial Sponsorship

Description

The Trojan Horse traces the growth of commercial sponsorship in the public sphere since the 1960s, its growing importance for the arts since 1980 and its spread into areas such as education and health. The authors’ central argument is that the image of sponsorship as corporate benevolence has served to routinize and legitimate the presence of commerce within the public sector. The central metaphor is of such sponsorship as a Trojan Horse helping to facilitate the hollowing out of the public sector by private agencies and private finance. The authors place the study in the context of the more general colonization of the state by private capital and the challenge posed to the dominance of neo-liberal economics by the recent global financial crisis. After considering the passage from patronage to sponsorship and outlining the context of the post-war public sector since 1945, it analyses sponsorship in relation to Thatcherism, enterprise culture and the restructuring of public provision during the 1980s. It goes on to examine the New Labour years, and the ways in which sponsorship has paved the way for the increased use of private-public partnerships and private finance initiatives within the public sector in the UK. Cover Half-title Title Page Copyright Page Contents Acknowledgements Introduction: The Trojan Horse – From Patronage and Philanthropy to Product Promotion and Privatization Patronage Philanthropy Products, branding and the promotion industry The growth of sponsorship The road to neoliberalism Notes Chapter 1 The Moment of 1945 and Its Legacy Labour in the 1950s: Reform, revision, doubt and decay? Notes Chapter 2 A Culture of Consensus? The Arts from 1945 Arts policy, CEMA and the arts council ‘A tonic for the nation’ The right to fail Notes Chapter 3 Pay Up and Play the Game: Sport and Sponsorship Finance, economics and growth Notes Chapter 4 Neoliberalism and New Labour: From Thatcher to Blair Thatcherism takes shape Compulsory competitive tendering Blair, New Labour and the Third Way Fools rush in? The second term and the Private Finance Initiative End game? Notes Chapter 5 Culture and Enterprise: The Arts from 1979 Notes Chapter 6 One Amazing Day. . . ? The Millennium Dome Work Learning Body Faith Self Portrait Mind Journey Living Island Home Planet Money Notes Chapter 7 Education, Education, Education . . . The lucrative business of sponsorship in schools The market in education Academy schools Commercial ‘partners’ in education Notes Chapter 8 Safe in Their Hands? Health and the Market Guidelines, ethics and product promotion Marketization of the health service and the road to privatization The battle over the 2012 Health and Social Care Act Notes Chapter 9 All in It Together? Where we are now The American model How we got here The Big Society and Red Toryism The Purple Book and Blue Labour Orange Book Liberalism Nudge Private sector efficiency? The problems of sponsorship Private/public partnerships? The bad new days Public good and public value Notes Appendix: Our Corporate Partners Notes Bibliography Index