Journal ArticleDOI
The marketization of public discourse: The Chinese universities
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TLDR
The authors argue that a sole concentration on the production of new knowledge and the education of students does not ensure the creation of knowledge and does not lead to a new generation of leaders.Abstract:
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 ensur...read more
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The Marketization of Higher Education Discourse: A Genre Analysis of University Website Homepages in China
TL;DR: The authors analyzed the structural organization, rhetorical moves, communicative purposes as well as the discursive strategies used in the text of the "About Us" section in five university website homepages and found that authoritative discourse forms the key note in this genre.
Journal ArticleDOI
Interdiscursivity, social media and marketized university discourse: A genre analysis of universities’ recruitment posts on WeChat
TL;DR: This paper analyzed a corpus of universities' recruitment posts on WeChat in China and found that WeChat recruitment posts are characterized by an interdiscursive mix of a wider range of communicative functions, particularly the coexistence of policy discourse and promotional discourse.
Journal ArticleDOI
‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector
Abstract: This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized discursively in their brand artefacts. Three main approaches are identified and discussed. Referred to as (i) characterizing the brand; (ii) positioning the brand and (iii) personalizing the brand, they are constituted by a variety of language devices and discursive strategies such as positive evaluation, colloquial language and the use of particular metaphors, and represent a spread of approaches ranging from the more fact/reason-based to the experience/emotion-oriented. While the institutions employ a range of approaches, the findings of the analysis suggest that experience/emotion-oriented approaches are better elaborated in the artefacts, and gaining traction ...
Journal ArticleDOI
Marketization of universities in China: A critical discourse analysis of the university president’s message:
Peter Teo,Songsha Ren +1 more
TL;DR: In this article, the authors focus on the global phenomenon of the marketization of higher education and how it has shaped the discourses of China's top universities and analyze the university presidents' mess.
References
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Book
Discourse and social change
TL;DR: This article proposed a social theory of discourse intertextuality text analysis -constructing social relations and "the self", constructing social reality discourse and social change in contemporary society doing discourse analysis.
Book
Critical Discourse Analysis: The Critical Study of Language
TL;DR: In this paper, the authors propose a dialectical-relational approach to critical discourse analysis in social research, which is based on the New Sociology of Capitalism and Critical Discourse Analysis.
Journal ArticleDOI
Educational Organizations as Loosely Coupled systems
TL;DR: Weick as discussed by the authors argued that the concept of loose coupling incorporates a surprising number of disparate observations about organizations, suggests novel functions, creates stubborn problems for methodologists, and generates intriguing questions for scholars.
Book
Interaction Ritual: Essays on Face-To-Face Behavior
TL;DR: Goffman's Interaction Ritual as mentioned in this paper is an interesting account of daily social interaction viewed with a new perspective for the logic of our behavior in such ordinary circumstances as entering a crowded elevator or bus.