Wednesday, 28 January 2009


Canny marketing publicises Conductive Education

Conductive Education has turned up on the website 'Top Mexico Vacation'. How should this be?, as its name suggests, is a holidays-in-Mexico website.

One way in which this site attracts hits is by including altogether unrelated thematic pages giving links to YouTube and other sites. Probably once these thematic pages have been generated they update themselves entirely automatically, identifying their own content through preset web searches and needing no human maintenance. They are therefore in effect ‘free’ (there’s that word again!), not just at the point of delivery but to all intents and purposes for the advertiser as well. Clever.

One of the page themes is Pedagogia (i.e. ‘pedagogy’ in both Spanish and Portuguese, and if you put an accent over the ‘o’, in Hungarian too):
Some people's computers may bring up a largely blank page with the message 'There is no video available for keyword'. If this happens to you, take no notice: just enter the keyword pedagogia in the Search box at the top, right-hand corner of the page. Click, and all will be revealed!

Who benefits?

By doing this, Top Mexico Vacation will be attracting the attention of people searching the net for “pedagogia”, and that of any automated systems like Google Alerts doing the same. This presumably brings the company’s website a lot of visitors who might not have been thinking of a holiday in Mexico at all. Presumably the company benefits, otherwise it would not be doing it.

To do so, of course, it must ensure that its accidental visitors must not ‘bounce’ straight out again but linger a while on the page, checking out some of the things that are currently linked to there. It is then up to the Mexican tourist people to catch their attention  with some very attractive-looking holiday videos. Meanwhile the accidental visitor, in this case someone interested in pedagogia, may also have chanced upon some interesting material on pedagogy, previously unknown. So the punter benefits too.

And there’s another beneficiary group, the people whose sites are currently linked to, as they may catch hits from people who did not know about them specifically before they started.

Everybody benefits, and it costs nobody a penny.


So what do you get if you find yourself landing on the pedagogia page? A pretty Catholic collection, presently in Spanish, Portuguese and English.

There are videos of entertainers and videos on teaching, two slide presentations on Paolo Freire and jolly photo albums of student year-groups. And Part 1 of a television interview with Peter McClaren, interpreted into English.

In addition to the YouTube videos, the site’s sidebar provides what looks like a Google-generated ‘Pedagogia News’, currently providing two links into the CE blogosphere where the word has again been recently exercised (albeit in Hungarian rather than in Spanish or Portuguese).

Peter McLaren

That Top Mexico Vacation chose pedagogia as one of its themes to entice punters to its site testifies (again) to the persisting vigour of the word ’pedagogy’ outside the English language. At the same time the current content of the page, with two links to Paolo Freire and one to Peter McLaren, reflects a particular Latin American emphasis within the wider concept.

Attention has already been drawn in Conductive World to Paolo Freire’s pedagogy of the oppressed. The interview with Peter McLaren is called Pedagogia Crítica y Revolución Bolivariana, and his critical pedagogy might also strike a chord.

The video linked to here covers only the beginning of the interview. You can find the rest of that interview, and other stuff of his too, at:

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