Anti-consumerism as a class practice: Parental investment in a private kindergarten in Israel

Amit Rottman, Amalia Sa’ar

Research output: Contribution to journalArticlepeer-review


This article documents a cultural script of ‘non-materialistic parental investment’ in a private kindergarten in Israel, and the paradoxes that accompany it. Drawing on ethnographic fieldwork, the analysis reveals an inherent tension between an anti-materialistic ideology and the immersion of the kindergarten in a hyper-consumerist culture. While the explicit discourse emphasizes simplicity and unmediated emotional nurturing, the kindergarten in effect comprises an arena of intense elite consumerism of upper-middle-class parents who wish to give their children high-quality, expensive education. As a prestigious private business, it, therefore, plays a direct role in class differentiation processes, although ‘social-class’ is not part of the conscious pedagogical agenda.

Original languageEnglish
JournalCurrent Sociology
StateAccepted/In press - 2022

Bibliographical note

Publisher Copyright:
© The Author(s) 2022.


  • Anti-consumerism
  • Israel
  • ethnography
  • parental involvement
  • private education
  • social class

ASJC Scopus subject areas

  • Sociology and Political Science


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