Marketized university discourse: A synchronic and diachronic comparison of the discursive constructions of employer organizations in academic and business job advertisements

Abstract

UK universities have gone through drastic changes driven by the marketization of higher education. From the perspective of critical discourse analysis, Fairclough hypothesizes that university discourse will be colonized by business discourse. While a number of studies have been conducted, to my knowledge no study has compared university discourse and business discourse both synchronically and diachronically. This article compares how employer organizations are discursively constructed synchronically and diachronically in 240 academic and business job advertisements. The analytical frameworks are transitivity analysis and modality. The results indicate that academic job advertisements have changed from not mentioning organizations to discursively constructing organizations in a promotional manner like business job advertisements. In addition, universities reframe themselves as businesses, entrepreneurs and service providers. This article contends that universities should be selective in adopting business discourse and maintain their identity as educational institutions.

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