High-achieving African American students are not immune to the issues that underlie racial inequalities in school achievement. There is much to learn from these students in terms of how they navigate schools and achieve according to conventional standards. Further, serious questions remain about the social and racial costs to being constructed as high-achieving against broader narratives of African American students as deficient. This qualitative inquiry uses participant interviews and document analysis to explore the Discourses on achievement and leadership produced by minority recruitment programs and the students who participate in them. Specifically, the research uses critical discourse tools to look at the narratives produced both by African American students and by (and through) program documents. It seeks to understanding where these narratives converge and where there might be tension. This research is conducted by incorporating a socio-cultural literacy and critical race theory framework. This dissertation study is at the intersection of equity and access; it problematizes progressive arguments against a segregated curriculum for high-achieving students by invoking a social justice argument in favor of leveling the playing field for traditionally marginalized students, specifically African Americans. Much of the existing literature on high achievement and African Americans takes place in traditional classrooms. Glaringly absent from the literature on achievement are the ways in which some high-performing students of color are positioned to succeed in competitive, non-school environments. Specifically, I look at minority recruitment programs because these programs teach a particular type of literacy. The study explores the degree to which students’ home literacies are being honored. Findings indicate that students’ perspectives on achievement were much more critical than those of the programs with students overtly challenging meritocracy. Students were less critical of leadership, and both programs and students offered views that privileged particular literacies of leadership. The researcher offers recommendations for MRPs that calls for programs to involve students in more critical inquiries through the use of a Critical Race English education lens.

Thesis (MBA)--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The Centre of Excellence for Invasion Biology (C+B) is a research centre that provides bursaries for post-graduate students to study in the field of "Invasion Biology". One of the goals of the centre is to ensure that 50% of the funded students are from previously disadvantaged groups. However, since its inception in 2004 it has consistently been unable to meet this goal. The researcher, who has insight in the centre's marketing activities and has knowledge of marketing, is of the opinion that the reason for this failure is due to the lack of knowledge of the target market and the lack of a targeted marketing strategy. As background this report investigates the theory related to marketing and whether this is applicable to a centre such as the C-I-B. The conclusion that the marketing theory is relevant to the C-I-B, lead to a market research project that informed the development of a marketing strategy suggestion which the researcher believes will address the stated problem. The report concludes with recommendations to other stakeholders who should address the deeper lying problems which surface at secondary school level. / AFRIKAANSE OPSOMMING: Die Sentrum van Uitnemendheid vir Indringer Biologie (S-I-S) is 'n sentrum wat beurse voorsien vir nagraadse studente wat studeer in die veld van "Indringer Biologie". Een van die sentrum se doelwitte is om te verseker dat 50% van sy studente deur voorheen benadeelde groepe verteenwoordig word. Sedert sy ontstaan in 2004 kon die sentrum nog nooit hierdie doel bereik nie. Die navorser, wat insae het in die bemarkingsaktiwiteite van die sentrum en kennis dra van bemarkingsbeginsels, is van mening dat hierdie probleem die gevolg is van gebrekkige kennis van die teikenmark en 'n gebrek aan 'n gefokusde bemarkingsstrategie. As agtergrond ondersoek hierdie verslag die teorie ten opsigte van bemarking en of hierdie teorie relevant is vir 'n sentrum soos die S-I-B. Die gevolgtrekking was dat die teorie wel relevant is vir die S-I-B en het gelei tot 'n marknavorsingsprojek wat bygedra het tot die ontwikkeling van 'n bemarkingsstrategie voorstel, wat die navorser glo die probleem sal aanspreek. Die verslag sluit af met voorstelle aan die ander belanghebbendes wat verantwoordelikheid behoort te neem vir die dieperliggende probleme wat op sekondere vlak geidentifiseer is.

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