With more than 40 million unique visitors each year, the school ratings site Great69传媒.org is an undeniable hit with users.
The site鈥檚 1-10 ratings of schools is often among the first results that come up when searching online for a school by name. Great69传媒 is also licensed by real estate listing sites such as Redfin and Zillow, which allow potential homebuyers to easily see the school zones for houses for sale, or permit users to search for houses for sale that are zoned to a particular school. In addition to the ratings, the site also collects reviews from parents, who can offer their own star ratings.
But what do such ratings mean to the schools themselves?
Nationwide, the population of public school students is becoming more diverse, and a growing percentage of schools are predominantly black and Hispanic, with high concentrations of students eligible for free or reduced price lunch. Such schools tend to have fewer experienced and effective teachers, a more challenging school climate, and less rigorous academic offerings than schools with a wealthier student body.
Great69传媒, some argue, has become a player in the ongoing debate about school equity.
an earlier version of the Great69传媒 scoring system may have accelerated already existing trends of racial and socioeconomic segregation.
To be clear, that segregation existed well before Great69传媒 came on the scene, said Sharique Hasan and Anuj Kumar, who examined demographics and housing trends between 2006 and 2015, when Great69传媒 was expanding its reach.
But, they argue, more-affluent families have a greater ability to leverage the ratings provided by Great69传媒 when they鈥檙e making a decision on where to live, they say.
鈥淜nowledge is indeed power, but only for the powerful,鈥� said Kumar, a professor of information systems at the University of Florida, in a recent lecture. He studies how information technology affects the behavior of organizations and individuals.
鈥淯nless appropriate housing and educational policies are designed to specifically address the differentiated use of online school ratings, I鈥檓 afraid it will create further divides in our society in times to come,鈥� Kumar said.
Unintended Consequences?
Hasan and Kumar looked at demographic changes and housing prices during the time that Great69传媒 was growing to incorporate ratings of schools throughout the country. At that time, Great69传媒 ratings related almost entirely to test scores. The researchers were able to compare demographic information in ZIP codes that had high-performing schools and had been rated by Great69传媒, to similarly high-performing ZIP codes that had not yet been evaluated by the site.
ZIP codes with schools performing above academic averages based on standardized test scores were already more affluent than ZIP codes where the schools were average performers. Those above-average ZIP codes also have a higher percentage of white and college-educated residents.
But when Great69传媒 rated those communities, the neighborhoods became even more concentrated with white and Asian, and college-educated residents and families earning more than $100,000 annually. In addition, the Hispanic population of those communities went down, but the black population remained statistically unchanged before and after Great69传媒 rated those highly performing schools.
In an interview, Kumar said that the analysis is not meant to be a criticism of Great69传媒 itself.
鈥淭hey鈥檙e just putting out information for people. They鈥檙e not policymakers,鈥� he said. 鈥淧roviding school information, is it a bad thing? Absolutely not, it is a good thing. It is just an unintended consequence,鈥� he said.
Other research on different school rating systems have shown similar effects on housing values. A 2004 study looked at home prices in Gainesville, Fla., after the state moved to an A-F grading system for schools. Homes that were zoned for schools with an 鈥楢鈥� grade were priced about $9,000 more than similar houses zoned for 鈥楤鈥� grade schools, even though the actual academic differences between schools with those grades were minor, that study found.
School districts are heavily dependent on property taxes, which are driven by home values. 69传媒 in areas with high-priced homes generally have more money to spend on teachers and other educational resources.
A Principal鈥檚 View of Great69传媒
Paul Kelly, the principal of Elk Grove High School in Elk Grove Village, Ill., a Chicago suburb, says he鈥檚 seen how ratings affect the perception of schools in his community. His high school is rated a 9鈥攏early at the top of Great69传媒鈥� scales. The school of 1,900 students is 44 percent Hispanic, 41 percent white, and 10 percent Asian. About 30 percent of the students qualify for free or reduced-price lunches.
However, the elementary and middle schools that feed into Elk Grove High have much more modest ratings, from a low of 2 to as high as 6. Potential home buyers are told to avoid those schools, but his own school鈥檚 high rating is a testament to the quality of the education those elementary and junior high schools are offering, Kelly said.
鈥淚 have absolutely heard that the high school is great鈥攈ow is it those sender schools are so bad?鈥� 鈥� Kelly said, recounting conversations by others.
But as much as he鈥檇 like to take the credit, Elk Grove High School alone is not transforming those kids into academic superstars, he said. The feeder schools 鈥済et judged on where [the students] used to be,鈥� said Kelly, the 2018 Illinois principal of the year. 鈥淲e get judged on where they ended up.鈥�
Said Kelly: 鈥淏y the time they leave us in high school, we have had a lot of time to build on the strengths that they developed before their scores got so great.鈥�
The conversations Kelly describes, steering homebuyers to one school zone or another, were vividly outlined , which sent potential homebuyers of different races and ethnicities to real estate agents, then secretly recorded what the agents told those buyers.
Many of the agents used school district ratings as a selling point, or a marker for areas potential buyers should avoid. A white potential homebuyer was steered towards homes in Massapequa, N.Y., that are served by the Massapequa Union Free district, which is more than 90 percent white, with high test scores and graduation rates. That same potential buyer was told to avoid homes for sale in the portion of Massapequa that is served by Amityville schools, where more than 90 percent of the students are black or Hispanic, and test scores and graduation rates are lower.
The agent did not offer any assessment of the school districts to the black potential homebuyer.
In an interview, Kumar suggested two potential policy changes that could lessen the segregration trends found in his study: changing school boundaries to equalize access to high-performing schools, as well as incorporating more measures in a school rating than just test scores, which are highly correlated with race and family wealth.
School boundary changes are often political land mines for school districts. But incorporating more measures into school ratings is just what Great69传媒 is doing, said Jon Deane, who has been chief executive officer of the site since February.
鈥楨quity Scores鈥�
In 2017, the site started building in a variety of data points other than test scores, including student academic growth when available, graduation rates, and Advanced Placement offerings and enrollment.
The ratings also incorporate 鈥渆quity scores鈥� that are weighted based on gaps in academic performance for students who have disabilities, are minorities, or are from low-income families. The scores, based on state data, appear on the information page for a given school. The equity scores are also incorporated into a school鈥檚 final 1-10 rating.
A suggests that the equity score has had some effect in reducing the correlation between Great69传媒 ratings and school demographics, but the highest-rated schools still tend to have more white and Asian students, and fewer students eligible for free or reduced-price lunches.
Deane said the parent users have said they鈥檙e looking for a richer analysis of school data, and the site鈥檚 web traffic proves that users are looking for that information.
鈥淥ur mission has always been to support parents with the best information possible so we can help them support their kids,鈥� Deane said. 鈥淲e recommend that parents take that information in context with all the other things they do to support their child鈥攙isit the school, start up a conversation around what鈥檚 working and what isn鈥檛 in their community.鈥�
Deane also says that it鈥檚 not just higher-income families who are able to make choices based on Great69传媒 ratings. The site has partnered with a researcher at Columbia University, Peter Bergman, who has found that families with housing vouchers who are given Great69传媒 information were more likely to choose neighborhoods with higher-rated schools.
Jose Arenas, the vice president of organizating for Innovate Public 69传媒 in California, works directly with low and moderate-income families in Los Angeles and the Bay Area. Great69传媒 is one of several data sources that the organization uses with parents in order to help them as advocates, as well as to make better informed decisions for their own children.
鈥淧eople should have access to information. As an organization, we would agree that a number doesn鈥檛 say everything鈥攂ut it says a lot,鈥� Arenas said. And these are families just as capable of making nuanced decisions as any other family, he added.
鈥淭o suggest that only educated progressives can do that is inherently racist. I don鈥檛 think anybody looks at data that bluntly. Our parents understand school systems are complex,鈥� Arenas said.
Great69传媒 argues that it needs better data from states in order to make its own ratings more nuanced.
鈥淲e see information as the best way to drive equity, and hold up the lens on what鈥檚 happening across the country,鈥� Deane said. 鈥淲e just want to make sure we don鈥檛 lose sight of this here.鈥�
Kelly, the high school principal in suburban Chicago, says that the ratings themselves only tell a narrow part of a school鈥檚 story. He has spoken out in support of his educator colleagues in the elementary and junior high schools that feed into his high school.
鈥淚 look at the good colleagues and good people who work every bit as hard I do and care every bit as much. They get lit up, they get criticized by folks because of one aggregate number,鈥� Kelly said. 鈥淭hey do not tell you about the quality of the program, or the place.鈥�
