Contemporary universities are characteristic of an evident proliferation of corporate discourse. A sole concentration on the production of new knowledge and the education of students does not ensure the prosperity or even survival of universities any longer, and equally important are the admission of elite students, the outcome-based evaluation of academic performance, the establishment of alumni network and also fundraising. This article examines how and to what extent this trend of marketization has invaded the order of discourse of Chinese universities. (...) The research methodology combines the paradigms of critical discourse analysis and the tenets of critical genre analysis [Bhatia VK Towards critical genre analysis. In: Bhatia VK, Flowerdew J and Jones RH Advances in Discourse Studies. London: Routledge, pp. 166–177], with particular attention paid to the notion of genre, interdiscursivity and conversationalization. The texts examined include ceremonial speeches, regulatory documents, insiders’ accounts and field notes. Analytical results show that the trend of marketization, in spite of a potential threat for academic integrity, does facilitate the institutional restructuring and transformation of universities in the context of Mainland China. (shrink)

This article focuses on the global phenomenon of the marketization of higher education and how it has shaped the discourses of China’s top universities. By analyzing the university presidents’ messages published in the websites of 36 top-ranked universities in China, the aim is to ascertain the extent to which this institutionalized genre imbricates a marketizing role with other ideological imperatives. Informed by the theoretical principles of Critical Discourse Analysis and adopting a genre analysis methodological approach, we first examined the macro-level (...) rhetorical structure followed by a micro-level analysis of the discursive strategies used in the presidents’ messages. The findings reveal a dynamic interweaving of three distinct discursive strands – bureaucratic, conversational and advertising – constructed in and around the move structure of the presidents’ messages. This interdiscursive analysis reveals competing imperatives and contestations that reflect the dual role of the presidents’ messages to project a globalized, international outlook while maintaining an allegiance to political ideologies and national interests that top-ranked universities in China have to simultaneously negotiate. (shrink)

ABSTRACTAlthough the profound impact of marketization in academic world has been extensively studied, analytical attention is substantially concentrated on the organizational operation of universities. Less attention has been paid to the impact of marketization on the structure of academic disciplines and the communication of academicians, which is particular true in non-English-speaking countries. Drawing on the theory of genre analysis, this study sets out to investigate how the uptake of market discourse reshapes the structure of one Chinese academic discipline – the (...) Chinese English Language Teaching discipline, and how it redefines the pattern of Chinese ELT practitioners’ disciplinary interaction. Textual data examined include textbooks, policy documents, curricula, syllabus, and insiders’ accounts. Analytical results demonstrate that marketization is both a force driving the commercialization of Chinese ELT academic activities and a force facilitating the fragmentation of the formerly monolithic Chinese ELT discipline. (shrink)

International education is impacted by multiple discourses, in particular the discourse of university as an educational institution responsible for producing and curating knowledge for the public good, pursuing truth and transforming student life, and the neoliberal marketing discourse which portrays the university as a business organization providing a service for international students as customers/consumers. Following a multimodal discourse analytic perspective, this study examines ‘Why Choose’ webpages of one British and two Australian universities to identify how the apparently conflicting higher education (...) and neoliberal marketing discourses are managed in the interdiscursive space using language, images and videos. The results reveal that ‘Why Choose’ webpages are hybrid texts where the discourse of higher education is upheld in relation to the neoliberal marketing discourse through multimodal strategies of accentuation, infusion and progression. The study argues for the necessity of undertaking a multimodal discourse approach to understand how various positions are negotiated interdiscursively in online media. (shrink)

Multimodal Critical Discourse Analysis (MCDA) as a sub-discipline of Critical Discourse Analysis (CDA) emerged from the availability of social semiotic frameworks describing multimodal meaning making. However, weaknesses of these frameworks have raised concerns and prompted recent methodological reflections in MCDA. Inspired by these reflections, this paper critically assesses MCDA research on advertising persuasion and identifies a lack of attention in studies to account for the social and ideological impact of advertising. This shortcoming is argued to be attributable to the weak (...) empirical grounding of social semiotic frameworks which in turn is rooted in a ‘discursive gap’ (Bateman, Citation2019, p. 300) in multimodality as a discipline. The authors then propose methodological solutions involving eye tracking experiments and higher order data analytics which can strengthen the empirical basis of theoretical assumptions made in MCDA research on advertising. Drawing on methodological guidance for empirical multimodal research, the authors discuss specific issues in realizing this proposal, focusing on a strategy addressing operationalization challenges in experimental design and the affordance of a data cluster algorithm that calculates the common viewing path of a group of viewers. (shrink)

This article traces how students are represented in undergraduate prospectuses from 1998 to 2021 by employing a corpus-assisted approach to critical discourse analysis of a 1.9 million word corpus of prospectuses from a single Russell Group university in England. Recent decades have witnessed an increase in tuition fees and competition to attract students; hence, it is important to understand to what extent, if any, the representation of students has changed in the prospectuses. Our findings add to the literature by showing (...) for the first time that the representation of students in prospectuses has shifted in ways consistent with the impact of market-driven policy on the sector. Initially, students were positioned primarily as learners, partners to the university, and members of a community. Latterly, students are positioned primarily as consumers and future professionals. These findings are significant because they capture the extent to which a market-driven agenda has been normalised by institutions, and demonstrate how this process of normalisation occurs. Even before they reach campus, young people are conditioned and defined by the market, with the prospectus presenting university as an opportunity to enhance earning power rather than to benefit from life-changing education. (shrink)

UK universities have gone through drastic changes driven by the marketization of higher education. From the perspective of critical discourse analysis, Fairclough hypothesizes that university discourse will be colonized by business discourse. While a number of studies have been conducted, to my knowledge no study has compared university discourse and business discourse both synchronically and diachronically. This article compares how employer organizations are discursively constructed synchronically and diachronically in 240 academic and business job advertisements. The analytical frameworks are transitivity analysis (...) and modality. The results indicate that academic job advertisements have changed from not mentioning organizations to discursively constructing organizations in a promotional manner like business job advertisements. In addition, universities reframe themselves as businesses, entrepreneurs and service providers. This article contends that universities should be selective in adopting business discourse and maintain their identity as educational institutions. (shrink)

Using a critical ‘hypermodal approach’ informed by social semiotics, this paper investigates the changing discourses of marketization found on the website of the National University of Singapore over a 14-year period. Analysis of visual-spatial features and action potentials of progressive versions of the site reveals changes in the website functions, first from providing information about resources and expertise to addressing potential students as consumers of goods and of products offered by the university. Later we find the website pointing not so (...) much to education as a process of learning and mentoring but as a type of lifestyle, experience, and abstracted personal transformation and journey. Here the university positions itself increasingly in a global as opposed to national community, where students are to be fine-tuned to the new kinds of marketized demands this will bring. (shrink)

ABSTRACTThis paper focuses on the representation of the notion of employability and the job-seeking ‘reality’. It is part of a wider research project that looks closely into the careers services se...

This study examined the disability support offices websites of twelve US higher education institutions anchored in multimodal discourse analysis and genre analysis to examine how semiotic resources are deployed to describe DSO services on their websites and to determine the discursive functions of advertisement they perform. The DSO websites were within four clicks from HEI homepages but had inconsistent navigation paths, making it difficult to reach DSO websites. DSO websites were foregrounding promoting and branding the institutions rather than presenting the (...) information about the services offered. This is achieved by using multimodal promotional rhetoric such as: situating accessibility as central commodifiable attribute, promoting the value of accessibility, establishing the superiority of the institution, constructing images of students with disabilities as empowered but dependent upon the DSO, and situating students within a college community. Implications for DSO websites functioning as advertisements are also discussed. (shrink)

ABSTRACT This paper focuses on the representation of the notion of employability and the job-seeking ‘reality’. It is part of a wider research project that looks closely into the careers services sector within Higher Education Institutions in the United Kingdom. The chosen methodology, that is corpus-based critical discourse analysis, combined qualitative and quantitative methods and tools for the analysis of 2.6 million words deriving from 58 university websites, and more specifically the careers services sections. The analysis brings to light some (...) problematic, common-sense ideas that are being disseminated by these services and encourages the denaturalisation of the careers services’ discourse. It shows that the language used by careers services reproduces and promotes neoliberal ideology. In addition, it argues that the notion of employability could be interpreted as a pseudo-solution to the social problem of (youth) unemployment and fierce competition in the graduate job market. (shrink)