The Importance of Being “Woke”: Charter Management Organizations and the Growth of Social Consciousness as a School Quality Marker

Charter management organizations (CMOs) have increasingly had to respond to questions surrounding their organizations—particularly in the context of the broader social awakening around systemic injustices and evidence of their racially inequitable practices. This study investigated how CMOs counteracted criticisms and managed perception by characterizing their organizations as socially and racially conscious. It compared social media content for one CMO population during two time periods that surround the 2016 election: 2014 to 2016 and 2017 to 2019. Findings suggest that the CMOs have increasingly characterized themselves as socially conscious, but their attentiveness to issues of race and racism remained temporally and topically bounded. The article concludes with a discussion of how CMOs’ evolving discourse may influence public perception and considers how CMOs perpetuate a form of neoliberal multiculturalism that normalizes market reform under the discursive cover of a bounded articulation of equity and racial justice.