Studi Kritis Akuntabilitas Pasar pada sebuah Sekolah Waralaba

Abstract

The purpose of this research is to explore accountability practice applied in a franchise school in Malang, which critically analyzed based on Habermas Critical Theory. The primary data was collected by interviewing the owner of the franchise and through direct observation towards the school activities. The result shows that market accountability was established in the form of?? social media and mass media documentations. In particular to this school, the market accountability described as a mechanism to reach parents satisfaction and to attract new students and investors, which seem to be dominant motivation in practice. It was contrary to the initial mission which stated that the?? school should be run based on social interest. At last, this paper is expected to enrich the study about accountability.