Skip to main content
SpringerLink
Log in

Images of Research and Scholarship in a University Promotional Brochure in the Era of Marketization and Audit Culture

  • Chapter
Pedagogy and Edusemiotics

Part of the book series: Educational Futures ((EDUFUT,volume 62))

Abstract

Scholars across a range of academic disciplines and from around the world have been writing on the huge changes facing universities through the process of marketization. Overall this involves a shift from a former model of universities having a role in citizenship and knowledge to one where they must demonstrate that they contribute to the economy, be organized on the principles of private companies and where students are increasingly treated as consumers taking up a product.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 49.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Alvesson, M. (2013). The triumph of emptiness: Consumption, higher education, and work organization. Oxford, England: Oxford University Press.

    Google Scholar 

  • Ball, S. J. (2004). Education for sale! The commodification of everything? King´s Annual Education Lecture. University of London, June 2014. Retrieved January 27, 2014, from http://sys.glotta.ntua.gr/Dialogos/Politics/CERU0410-253-OWI.pdf

  • Barthes, R. (1977). Image, music, text. New York, NY: Hill and Wang.

    Google Scholar 

  • Bergh, A. (2010). Vad gör kvalitet med utbildning? Om kvalitetsbegreppets skilda innebörder och dess konsekvenser för utbildning [What does quality do to education? Different meanings of the concept of quality and their consequences for education] (p. 29). Örebro, Sweden: Örebro Studies in Education.

    Google Scholar 

  • Cameron, D. (2000). Good to talk: Living and working in a communication culture. London: Sage.

    Google Scholar 

  • Djelic, M. -L. (2006). Marketization: From intellectual agenda to global policy-making. In M. -L. Djelic & K. Sahlin-Andersson (Eds.), Transnational governance. Institutional dynamics of regulation (pp. 53–73). Cambridge, England: Cambridge University Press.

    Google Scholar 

  • Ekström, M., & Kroon Lundell, Å. (2011). The joint construction of a journalistic expert identity in studio interactions between journalists on TV news. Text & Talk, 31(6), 661–681.

    Article  Google Scholar 

  • Ek, A. -C., Ideland, M., Jönsson, S., & Malmberg, C. (2013). The tension between marketisation and academisation in higher education. Studies in Higher Education, 38(9), 1305–1318.

    Article  Google Scholar 

  • Ekström, K. M., & Hjort, T. (2010). Families navigating the landscape of consumption in the Swedish welfare society. Journal of Macromarketing, 30(4), 366–374.

    Article  Google Scholar 

  • Gewirtz, S., Mahony, P., Hextell, I., & Cribb, A. (2009). Changing teachers’ professionalism. International trends, challenges and ways forward. London & New York: Routledge.

    Google Scholar 

  • Fairclough, N. (1993). Critical discourse analysis and the marketization of public discourse: The universities. Discourse & Society, 4(2), 133–168.

    Article  Google Scholar 

  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. London, England: Routledge.

    Google Scholar 

  • Floch, J. -M. (1995). Visual identities. London, England: Continuum.

    Google Scholar 

  • Hansen, A., & Machin, D. (2008). Visually branding the environment: Climate change as a marketing opportunity. Discourse Studies, 10, 777–793.

    Article  Google Scholar 

  • Holborow, M. (2013). Applied linguistics in the Neoliberal University: Ideological keywords and social agency. Applied Linguistics Review, 4(2), 229–257.

    Article  Google Scholar 

  • Iedema, R., & Scheeres, H. (2003). From doing work to talking work: Renegotiating knowing, doing and identity. Applied Linguistics, 24(3), 316–337.

    Article  Google Scholar 

  • Jewitt, C., & Oyama, R. (2001). Visual meaning: A social semiotic approach. In T. van Leeuwen & C. Jewitt (Eds.), Handbook of visual analysis (pp. 134–156). London, England: Sage.

    Google Scholar 

  • Judson, K. M. & Taylor, S. A. (2014). Moving from marketing of higher education: The co-creation of value in higher education. Higher Education Studies, 4(1), 51–67.

    Article  Google Scholar 

  • Kress, G. (1989). Linguistic processes in sociocultural practice. Melbourne, VIC: Deakin University Press.

    Google Scholar 

  • Kress, G., & van Leeuwen, T. (1996). Reading images: A grammar of visual design. London, England: Routledge.

    Google Scholar 

  • Kress, G., & van Leeuwen, T. (2001). Multimodal discourse. London, England: Arnold.

    Google Scholar 

  • Levitas, R. (2005). The inclusive society?: Social exclusion and new labour. London, England: Palgrave.

    Book  Google Scholar 

  • Lundahl, L., Erixon Arreman, I., Holm, A., & Lundström, U. (2013). Educational marketization the Swedish way. Education Inquiry, 4(3), 497–517.

    Article  Google Scholar 

  • Lynch, K. (2006). Neo-liberalism and marketisation: The implications for higher education. European Educational Research Journal, 5(1), 1–17.

    Article  Google Scholar 

  • Machin, D. (2004). Building the world’s visual language: The increasing global importance of image banks in corporate media. Visual Communication, 3(3), 316–336.

    Article  Google Scholar 

  • Machin, D. (2007). Introduction to multimodal analysis. London, England: Arnold.

    Google Scholar 

  • Machin, D. (2013). What is multimodal critical discourse analysis. Critical Discourse Studies, 10(4), 347–355.

    Article  Google Scholar 

  • Machin, D., & Mayr, A. (2012). How to do critical discourse analysis: A multimodal introduction. London, England, Sage.

    Google Scholar 

  • Mautner, G. (2005). The entrepreneurial university. A discursive profile of a higher education buzzword. Critical Discourse Studies, 2(2), 95–120.

    Article  Google Scholar 

  • Morrish, L., & Sauntson, H. (2010). Vision, values and international excellence: The products that the university mission statements sell to students. In M. Molesworth, R. Scullion & L. Nixon (Eds.), The student as a consumer and the marketization of higher education (pp. 73–85). London, England: Routledge.

    Google Scholar 

  • Morrish, L., & Sauntson, H. (2013). “Business-facing motors for economic development”: An appraisal analysis of visions and values in the marketised UK university. Critical Discourse Studies, 10(1), 61–80.

    Article  Google Scholar 

  • Power, M. (1997). The audit society: Rituals of verification. Oxford, England: Oxford University Press.

    Google Scholar 

  • Rasmussen, J (2011). Enabling selves to conduct themselves safely: Safety committee discourse as governmentality in practice. Human Relations, 64(3), 459–478.

    Article  Google Scholar 

  • Teo, P. (2007): The marketisation of higher education: A comparative case-study of two universities in Singapore. Critical Approaches to Discourse Analysis across Disciplines, 1(1), 95–111.

    Google Scholar 

  • van Dijk, T. A. (1998). Ideology. London, England: Sage.

    Google Scholar 

  • van Leeuwen, T. (1999). The representation of social actors. In C. R. Caldas-Coulthard & M. Coulthard (Eds.), Texts and practices – Readings in critical discourse analysis (pp. 32–71). London, England: Routledge.

    Google Scholar 

  • van Leeuwen, T. J., & Wodak, R. (1999). Legitimizing immigration control: A discourse-historical analysis. Discourse Studies, 1(1), 83–119.

    Article  Google Scholar 

  • Wedlin, L. (2008). University marketization: The process and its limits. In Engwall, L. & Weaire, D. (Eds.), The university in the market. London, England: Portland Press.

    Google Scholar 

  • Zhang, Y., & O’Halloran, K. L. (2013). ‘Toward a global knowledge enterprise’: University websites as portals to the ongoing marketization of higher education. Critical Discourse Studies, 10(4), 468–485.

    Article  Google Scholar 

  • Zhang, Y., & O’Halloran, K. L. (2012). The gate of the gateway: A hypermodal approach to university homepage. Semiotica, 190/1(4), 87–109.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Örebro University, Sweden

    Helen Andersson

  2. Örebro University, Sweden

    David Machin

Authors
  1. Helen Andersson
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. David Machin
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Waikato, New Zealand, RosNOU, Moscow, Russia

    Inna Semetsky

  2. University of Roehampton, UK

    Andrew Stables

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Sense Publishers

About this chapter

Cite this chapter

Andersson, H., Machin, D. (2014). Images of Research and Scholarship in a University Promotional Brochure in the Era of Marketization and Audit Culture. In: Semetsky, I., Stables, A. (eds) Pedagogy and Edusemiotics. Educational Futures Rethinking Theory and Practice , vol 62. SensePublishers, Rotterdam. https://doi.org/10.1007/978-94-6209-857-2_15

Download citation

Publish with us

Policies and ethics

Search

Navigation