کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1019015 940381 2007 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Branding higher education: Equivalence and difference in developing identity
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Branding higher education: Equivalence and difference in developing identity
چکیده انگلیسی

This article examines the development of university identity within and between the language of higher education policy and the marketing activities of universities. Empirical material gathered from a three and a half-year ethnographic study illustrates how the language of marketing activity appeals to diverse audiences and how this activity connects to higher education policy. Drawing upon analytical concepts derived from Laclau and Mouffe (Laclau E. Mouffe C. Hegemony and socialist strategy: towards a radical democratic politics. London: Verso, 1985.) and Laclau (Laclau E. Emancipation(s). London: Verso, 1996., Laclau E. Constructing universality. In: Butler J. Laclau E. Žižek S., editors. Contingency, hegemony, universality: contemporary dialogues on the left. London: Verso, 2000., Laclau E. On populist reason. London: Verso; 2005.), this article explores how brand identity arises in moments of articulation. With the increasing weight given to vocational relevance in higher education, discourses of policy and university marketing activity give rise to the undecidable university identity.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 60, Issue 9, September 2007, Pages 990–999
نویسندگان
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