This article highlights central changes in the production of school-based educational media (procedural authorization, corporate consolidation, decentralization). It argues that these changes are strengthening the role of an economic rationality in mediating knowledge for schools. The production of one textbook illustrates how ambivalent this knowledge can be: The ideal of an entrepreneurial self is reproduced, yet simultaneously interrupted by a different, more socially critical subject.

Keywords
educational media, textbook production, knowledge, privatization, ethnography, discourse