The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. This article reports how Malaysian universities re-brand themselves using the results of an investigation on corporate brochures (...) from these universities. The investigation employs a structural analysis and a textual analysis. Although informative in nature, these corporate brochures exhibit the use of promotional elements in the texts as seen in the contents and the language use. The communicative functions of university brochures are viewed to be more promotional than informative. (shrink)

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)

In recent versions of professional genre analysis, context has assumed increasingly critical importance, thus redefining genre as a configuration of text-internal and text-external factors. The emphasis on text-external properties of genre has brought into focus the notion of interdiscursivity as distinct from intertextuality, which is primarily viewed as appropriation of text-internal resources. Drawing evidence from a number of professional contexts, this article explores the nature, function, and use of interdiscursivity in genre theory, defining interdiscursivity as a function of appropriation of (...) generic resources across discursive, professional and cultural practices, which, it is claimed, is central to our understanding of the complexities of genres that are typically employed in professional, disciplinary, and institutional communication. (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)