This article is a contribution to the existing debate about the marketization of higher education and offers a detailed study of the way the practices of marketization manifest themselves at the level of discourse in higher education. Taking its point of departure in Critical Discourse Analysis and using a text-driven procedure for genre analysis, the article describes and analyses the international student prospectus as an instance of a highly promotional genre which clearly reflects the values and forces of the free (...) market. The article contains two analyses. The first analysis compares four instances of the international student prospectus genre from Finland, Scotland, Australia and Japan and tries to establish genre membership and genre characteristics by considering the overall text structure, and by looking for similarities in content and `rhetorical moves'. The second analysis is an in-depth analysis of the language use in the international student prospectus from the University of Stirling, Scotland. This analysis pays particular attention to the way the rhetorical moves and visual and lexico-grammatical features in the text are used to represent the two main participants in the text: the university and its students. Both analyses show that the student prospectus is trying to construct an image of the University of Stirling and its students which goes hand in hand with the new trend in higher education — namely that of offering innovative products to `demanding' clients on the look-out for the best possible `university experience'. (shrink)

The increasing significance of ‘managerialism’ in contemporary forms of governance has been widely observed. This article demonstrates how this operates at the level of language. Specifically, the analysis postulates a new sociosemantic category of ‘Managing Actions’, encoding varying degrees of coerciveness. The paper discusses their salient role in texturing the ‘soft power’ of contemporary governance, constructing a form of ‘managed autonomy’ for the governed subject and helping to manage the complex networks of dispersed power through an indirect form of agency. (...) The analysis combines a corpus-based approach to critical discourse analysis with a political economic theory of transformations in the capitalist state. Drawing evidence from a corpus of UK education policy discourse, the analysis illustrates the managerialist form that governance takes under New Labour, while at the same time highlighting the subtle hegemony underlying this new ‘enabling’ technique of governance, which works by assuming, rather than winning, compliance. In terms of sociologically informed theories of language, this analysis goes some way towards formulating a possible ‘grammar of governance’. (shrink)

The growing orientation of public universities towards the corporate sector has had a sign ficant impact on higher education governance, management, and discourse. The rhetoric of the free market, man fested most tangibly in business-related lexis, is now firmly established in the discursive repertoire employed by academic leaders, politicians, and the media, as well as parts of higher education research. Within this rhetoric, enterprise and enterprising, as well as entrepreneur and entrepreneurial, stand out as keywords carrying sign ficant ideological loads (...) that reflect the colonisation of academia by the market. The organisational and policy-making implications of academic enterprise have received considerable attention from higher education researchers, while discourse analysts have identified general discursive features of the ‘marketised’ higher education landscape. What the present paper adds to the existing debate is an in-depth study of a set of keywords in which processes of adaptation and appropriation crystallise, thus showing how macro-level social phenomena are mirrored, on the micro-level of linguistic detail, in the collocational behaviour of individual lexical items. The textual data that this paper is based on, gleaned mostly from the Internet, show that entrepreneur, entrepreneurial, enterprise, and enterprising are ambiguous in denotation and rich in connotation, making them susceptible to processes of semantic appropriation to suit particular agendas. Prevailing motfs and representations are ident fled through a combination of the computer-supported survey of Web-based material and the qualitative analysis of sample texts. (shrink)

Corporate organizations, in their corporate branding efforts, often associate or imbue themselves with values and attributes like dynamism, competitiveness and empowerment, which are reflective of post-Fordist, neoliberal capitalist ideology. This article examines how such values are semioticized by a particular group of organizations – Singapore's corporatized universities – as they enact their corporate brands both verbally and visually, specifically through metaphor and modality. In doing so, these organizations and their corporate brands are conceived of as nodes of neoliberal governmentality, where (...) they are subject to the regulatory influence of both the state and capital, while at the same time potentially exercising influence over brand recipients. The organizations' governmentalizing potential is actualized when stakeholders and brand supporters appropriate these corporate brands as symbolic and cultural resources in fashioning their individual subjectivities, making themselves amenable to the workings of capital, which in turn helps to sustain the prevailing neoliberal order. (shrink)