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It analyzes the morally controversial nature of tutoring exchange in a cultural context where education is long framed by egalitarian ideals. Drawing on “moral labor” concepts, it uses close readings of business information, company websites, and news coverage to show how marketing highlights social equality and student well-being, while increasingly also critiquing mainstream schooling.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/the-private-tutoring-industry-in-denmark-market-making-and-modes-of-moral-justification/601227/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/the-private-tutoring-industry-in-denmark-market-making-and-modes-of-moral-justification/601227.png","ImageObject",300,407,{"name":92,"@type":93},"LangkahRina","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-30","2026-10-15",true,{"@type":102,"interactionType":103,"userInteractionCount":34},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What question does the article address about Denmark’s private tutoring industry?","Question",{"text":112,"@type":113},"It focuses on how private tutoring companies become legitimate in Denmark’s largely egalitarian and well-being-oriented education context.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"What methods and sources does the article use?",{"text":117,"@type":113},"It performs a close analysis of business information, company websites, and news media articles about private tutoring.",{"name":119,"@type":110,"acceptedAnswer":120},"How do tutoring companies typically justify themselves in their marketing?",{"text":121,"@type":113},"Their marketing emphasizes social equality and student well-being more than academic success, drawing on long-standing Scandinavian ideals of education.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},601227,1792190523,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":34,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},962090893776,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","The Private Tutoring Industry in Denmark: Market Making and Modes of Moral Justification  \nSøren Christensen  \nAarhus University  \nThomas Grønbek  \nAarhus University  \nFrederik Bækdahl  \nIT University of Copenhagen  \nECNU Review of Education 2021, Vol. 4(3) 520–545 ª The Author(s) 2020 Article reuse guidelines:  \n[sagepub.com/journals-permissions](sagepub.com/journals-permissions)[ ](sagepub.com/journals-permissions)[DOI: 10.1177/2096531120960742](DOI: 10.1177/2096531120960742)[ ](DOI: 10.1177/2096531120960742)[journals.sagepub.com/home/roe](journals.sagepub.com/home/roe)  \nAbstract  \nPurpose: The article focuses on the emergence of a private tutoring industry in Denmark over the last decade. Specifically, it explores how private tutoring companies legitimize themselves in asocial and cultural context where education has for long predominantly been understood in egalitarian terms.  \nDesign/Approach/Methods: The article takes inspiration from Viviana Zelizer’s work on morally controversial markets. It explores the “moral labor” performed by private tutoring companies to redefine the exchange of private tutoring services as a socially wholesome activity. It does so through a close analysis of business information, company websites, and news media articles on private tutoring.  \nFindings: The article argues that, generally, the marketing material of tutoring companies focuses more on social equality and student well-being than on academic success. Thus, the companies predominantly legitimize themselves in terms of long-standing Scandinavian ideals of education. Increasingly, these are also the terms in which the companies criticize mainstream schooling.  \nCorresponding author:  \nSøren Christensen, School of Education, Aarhus University, Tuborgvej 164, Copenhagen NV, 2400, Denmark. Email: [socr@edu.au.dk](socr@edu.au.dk)  \nCreative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative  \nCommons Attribution-NonCommercial 4.0 License ([https://creativecommons.org/licenses/by-nc/4.0/](https://creativecommons.org/licenses/by-nc/4.0/)) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages ([https://us.sagepub.com/en-us/nam/open-access-at-sage](https://us.sagepub.com/en-us/nam/open-access-at-sage)).  \nOriginality/Value: The article contributes new knowledge of private tutoring in a Scandinavian context where very little research on the issue has so far been conducted. Theoretically, it relates previous research on “legitimation projects” of private tutoring companies to broader sociological theories on market making.  \nKeywords  \nDenmark, market making, moral labor, private tutoring  \nDate received: 9 April 2020; accepted: 20 August 2020  \nIn early 2017, public controversy erupted in Denmark over a newly established private education service. Two young students, barely out of their teens, founded a start-up company called“FixMinOpgave” (FixMyAssignment) . As suggested by their name, their service consisted in“fixing”(i.e., manufacturing) student assignments, carefully differentiating fees according to the grades desired as well as the urgency of the assignment in question.  \nThis “fixing” of assignments is not new in itself. It has always occurred in an informal way, in Denmark as elsewhere. The public outcry was caused by the conversion of this clandestine practice into an explicit business model advertised and sold openly on the market for educational services in Denmark. Liberals condemned it as “cheating”—as an assault on meritocratic principles of effort and ability, while the left was more concerned about the implication for social equality.  \nThese critiques were hardly surprising. What made the case unusual was the way the two young entrepreneurs defended themselves. Essentially, their strategy consisted in advancing a different interpretation of the notio","cbCaiiOAcutm3sz7","https://ap.wps.com/l/cbCaiiOAcutm3sz7","pdf",387635,26,"English","# Abstract\n## Purpose\n## Design/Approach/Methods\n## Findings","[{\"question\":\"What question does the article address about Denmark’s private tutoring industry?\",\"answer\":\"It focuses on how private tutoring companies become legitimate in Denmark’s largely egalitarian and well-being-oriented education context.\"},{\"question\":\"What methods and sources does the article use?\",\"answer\":\"It performs a close analysis of business information, company websites, and news media articles about private tutoring.\"},{\"question\":\"How do tutoring companies typically justify themselves in their marketing?\",\"answer\":\"Their marketing emphasizes social equality and student well-being more than academic success, drawing on long-standing Scandinavian ideals of education.\"}]","The Private Tutoring Industry in Denmark - Market Making and Modes of Moral Justification | PDF",1792092221,66]