The marketization of public discourse: The Chinese universities

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 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 (CDA) and the tenets of critical genre analysis [Bhatia VK (2007) Towards critical genre analysis. In: Bhatia VK, Flowerdew J and Jones RH (eds) 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.

The Marketization of Higher Education Discourse: A Genre Analysis of University Website Homepages in China

“…However, it contributes to understanding the marketization in higher education discourse in Chinese scenario, which is manipulated by the dual forces of bureaucracy and market (Xiong, 2012;Han, 2014). Furthermore, it broadens the scope of genre analysis to university website homepages, in addition to the more frequently researched genre of brochure and prospectus.…”

“…Specifically, Chinese authorities still prefer to maintain the universities' instrumental nature of serving the national interests (Li, 1990). Moreover, the president as the hierarchical authority shoulders the responsibilities of assuring the students' compliance with national ideologies and obedience to the teachers (Han, 2014). Consequently, authoritative/bureaucratic discourse is mostly used in the president's welcoming remark, which can be exemplified by various discursive practices including the use of third-person subject, ideological education and quotation of top leaders, as are shown in the following extracts.…”

“…It is noteworthy that he expands the boundary of studies in Chinese scenario by claiming the necessity to understand the issue in the light of a "bureaucracy-market alliance", given the distinctive characteristics of Chinese cultural and political context (2012, p. 332). Han (2014) also probes into the issue of how and to what extent marketization has invaded the discourse of Chinese universities. In his study, the case of university graduation ceremonies is brought into the spotlight, with a special focus on the texts of university presidents' parting speeches.…”

The Prestigious World University on its Homepage: The Promotional Academic Genre of Overview

“…This significantly contributes to the attempts of the academic institutions for changing the role of students from coproducers to that of consumers and taking the control of the academic circles through their online introductory resources and advertising networks (Askehave, 2007;Mautner, 2005;Molesworth, Nixon, & Scullion, 2009;Osman, 2008;Xiong, 2012). The survival of universities in today's competitive and unpredictable world hinges on their tendency for adhering to the evolutionary marketing trends, marginalizing the true, scholarly mission, rising to the challenge of cutbacks in education and research budget and transforming into independent corporate bodies (Hamsley-Brown, 2011;Han, 2014;Pampaloni, 2010;Woodall, Hiller, & Resnick, 2014). In this light, as Bhatia (2004, p.84) maintains, the sovereignty of academic colonization has been precipitated by changing the role of universities from that of enjoying -special status and dignity in society‖ to the current condition in which many academic institutions -are finding it extremely difficult to maintain their privileged status of excellence‖.…”

Genre Analysis of Saudi Universities’ Websites: Analysis of Rhetorical Moves and Discursive Strategies for Marketization Purposes

“…Concerning the discursive strategies, both authoritative and conversational discourse can be observed. Han (2014) claimed that the president, as the authoritative body, is responsible for ensuring the conformity of students with national philosophies/ideologies and compliance to teachers. The authoritative discourse can be noted in the employment of a third-person subject, ideological education, and reference to the leadership/kings of the country.…”