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| Autor/inn/en | Khaitova, Mukaddam; Muller, Theron |
|---|---|
| Titel | Marketization of Japan-Based Higher Education Advertisements: A Discourse of McJobs? |
| Quelle | 15 (2021) 3, S.65-88 (25 Seiten)Infoseite zur Zeitschrift
PDF als Volltext kostenfreie Datei |
| Zusatzinformation | ORCID (Muller, Theron) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 2157-4898 |
| Schlagwörter | Foreign Countries; Commercialization; Higher Education; Advertising; Occupational Information; Discourse Analysis; College Faculty; Faculty Mobility; Teacher Recruitment; Neoliberalism; Ideology; Student Recruitment; College Students; Financial Support; Japan |
| Abstract | We investigate how competing forces interdiscursively manifest in Japan-based higher education through a critical discourse analysis (cf., Fairclough, 1993, 1995) of 86 job advertisements. The academic profession is characterized as exhibiting high mobility, perhaps as academics are more loyal to their specialty fields than the institutions where they work. This can manifest in higher education job advertisements, which are an aspect of higher education discourse constitutive of institutions' public images, but which are also targeted toward academics in specific fields. Job advertisements are also discursive spaces where marketized discourse has colonized previously dominant discourses of universities as independent authorities (Fairclough, 1993, 1995). Such marketized discourses within higher education express neoliberal ideologies and free-market conventions (Ball, 1998; Pack, 2018). However, the international extent of university discourse marketization is largely implicitly assumed rather than empirically examined. Hence, we investigate these forces with respect to Japanese higher education. We find institutions accommodate, create, and recreate marketized discourse oriented toward multiple markets, including higher education employment, customers (e.g., prospective students), and research funding. We argue the neoliberal discourse of the advertisements transforms the academic profession into an untenable space of McJobs (Ritzer, 2018) through quantification, commodification, and ranking (Bauman & Donskis, 2013; Pack, 2018). (As Provided). |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
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