In the context of economic growth policies that stress the importance of a ‘creative economy’, and the expansion of private universities, there has been an enormous growth in the number of creative industry degrees offered by Malaysian HEIs. This paper provides a critical discourse analysis of the promotional materials used by two private institutions, Multimedia University and Limkokwing University, to persuade students that these degrees will offer them a desirable future as employable ‘industry savvy and tech savvy’ creative graduates. We explore the structures of feeling that promotional material seeks to engender in potential students as it promises them future success in a globalised, high-tech world.
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