Initial vocational education and training (VET) has been intensely reformed in Romania. Elevating its status has been a recent concern, in the context of strong pressure from industry. However, it requires more than an ‘image makeover’ and the persuading of parents and young people. This analysis is based on a qualitative study, involving over 250 young people, and 100 teachers, employers and policymakers. The first part looks at the reforms since the fall of Communism. The second part highlights the work done to reshape the image of VET, based on the efforts of schools to fill the growing number of places, and attempts by companies to reframe perceptions of blue-collar jobs. The last part challenges the idea that the problem of VET is (mainly) one of image. The chapter discusses the mixed quality of education in VET, and questions the ambivalent role played by a range of short-term training programs. It also suggests that the dual system, despite strong policy endorsement, creates a small niche, but is not a structural remedy, as it does not commit towards social inclusion goals. The limitations of the campaigns that promote VET are also considered: the gendered nature of the ‘success stories’ and the failure to highlight the precarious nature of many employment options. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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