Literaturnachweis - Detailanzeige
| Autor/inn/en | Cordelier, Benoit; Vasquez, Consuelo; Viviane, Sergi |
|---|---|
| Titel | Branding the University: Building up Meaning through Ideological Oppositions |
| Quelle | In: Journal of Marketing for Higher Education, 31 (2021) 1, S.136-154 (19 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Zusatzinformation | ORCID (Cordelier, Benoit) ORCID (Vasquez, Consuelo) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| DOI | 10.1080/08841241.2020.1761507 |
| Schlagwörter | Marketing; Reputation; Institutional Characteristics; Advertising; Universities; Institutional Advancement; Communications; Ethnography; Neoliberalism; Humanism; Discourse Analysis; Departments; Longitudinal Studies |
| Abstract | This article examines the development of a university's advertising campaign through the discursive justifications of the university's communications office, its deans, and the advertising agency involved in the process. Empirical material is gathered from a three-year-long ethnographic research. Drawing on the notion of floating signifier, we explore how neoliberal and humanist Discourses about universities are played out in the negotiations between the actors involved in an advertising campaign, showing that seemingly opposing ideological stances are not completely isolated from one another. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
Literaturbeschaffung und Bestandsnachweise in Bibliotheken prüfen
Permalink als QR-Code
Inhalt auf sozialen Plattformen teilen (nur vorhanden, wenn Javascript eingeschaltet ist)
Teile diese Seite:
