Universities in 2011 find that they must justify their existence in economic terms, not intellectual ones. To this end, mission statements locate the university in an environment of increasing competitiveness and commodification. In this paper, we take a sample of 10 mission statements from the UK research-intensive Russell Group and the business-focused University Alliance. We use appraisal analysis to explore how the evaluative language used in the statement embodies the value of the universities. In the statements examined, we find that (...) differences between the mission groups are realised most notably through appraisal markers of judgement and appreciation. We find a greater emphasis on markers of value in the University Alliance statements. We suggest that these newer universities are required to discursively echo the government's call for universities to ‘add value’ to graduates. The Russell Group, encoding greater use of markers of appreciation: reaction, is perhaps more influenced by the call to demonstrate ‘impact’. (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)