The Promise of edu-business: Storytelling and affective subjectivation of edu-preneurs in Finland

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 article, informed by our previous conceptual work related to changes in education governance and marketisation and privatisation of education, we are analysing interviews of edu-preneurs as powerful new actors in education. We 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.