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A new primary school has banned the use of the word "school" in its title because it has "negative connotations".
Watercliffe Meadow primary in Sheffield is to be known as a "place for learning" after governors decided that the traditional description sounded too "institutional".
The ?6 million "learning experience", which opens on Monday, will also encourage pupils to wear soft shoes indoors and has got rid of the traditional school bell at the end of lessons, in order to make the place more welcoming.
"We decided from an early stage we didnt want to use the word school, this is Watercliffe Meadow, a place for learning," said Linda Kingdon, the head teacher.
"One reason was many of the parents of the children here had very negative connotations of school.
"Instead we want this to a be a place for family learning, where anyone can come.
"We were able to start from scratch and create a new type of learning experience.
"There are no whistles or bells or locked doors.
"We wanted to de-institutionalise the place and bring the school closer to real life."
But the move was described as "ridiculous" and part of a "political correctness agenda" by the Campaign for Plain English, the organisation which opposes the use of gobbledygook in public life.
"Here we are introducing our children to education and instead of giving them something familiar, something that they understand, we go and send them to a place for learning," said Marie Clair, the organisations spokeswoman.
"Who has spent time and money and effort thinking up this whole new idea? And to what benefit?
"We all know that they are going to be going to a school whatever you call it."
Among examples of confusing terminology the campaign has fought against in recent years was the widespread rebranding of lollipop ladies as "school crossing patrol officers", teachers being known as "knowledge navigators" and the emergence of the "education centre nourishment production assistant" - otherwise known as dinner ladies.
It follows efforts to rebrand libraries as "idea stores", dustmens trucks being referred to as "provider vehicles" and a recent high-level attempt to ban the use of the word "inmates" for prisoners in case it offends them.
Earlier this week David Lee, the leader of Wokingham borough council in Berkshire, announced a personal mission to banish jargon including terms like "network model" - meaning map - and "predictor of beaconicity" for a good idea.
Cllr Andrew Sangar, who is Sheffield City Councils "Cabinet Member for Childrens Services and Lifelong Learning" said the local authority was "relaxed" about the rebranding exercise.
"Its a school, we consider it a school and thats how we refer to it," he said.
"How a school chooses to manage and refer to itself is a matter for the board of governors and the community it serves and were relaxed about that."