Abstract

Using a critical ‘hypermodal approach’ informed by social semiotics, this paper investigates the changing discourses of marketization found on the website of the National University of Singapore over a 14-year period. Analysis of visual-spatial features and action potentials of progressive versions of the site reveals changes in the website functions, first from providing information about resources and expertise to addressing potential students as consumers of goods and of products offered by the university. Later we find the website pointing not so much to education as a process of learning and mentoring but as a type of lifestyle, experience, and abstracted personal transformation and journey. Here the university positions itself increasingly in a global as opposed to national community, where students are to be fine-tuned to the new kinds of marketized demands this will bring.