This article focuses on the global phenomenon of the marketization of higher education and how it has shaped the discourses of China’s top universities. By analyzing the university presidents’ messages published in the websites of 36 top-ranked universities in China, the aim is to ascertain the extent to which this institutionalized genre imbricates a marketizing role with other ideological imperatives. Informed by the theoretical principles of Critical Discourse Analysis and adopting a genre analysis methodological approach, we first examined the macro-level (...) rhetorical structure followed by a micro-level analysis of the discursive strategies used in the presidents’ messages. The findings reveal a dynamic interweaving of three distinct discursive strands – bureaucratic, conversational and advertising – constructed in and around the move structure of the presidents’ messages. This interdiscursive analysis reveals competing imperatives and contestations that reflect the dual role of the presidents’ messages to project a globalized, international outlook while maintaining an allegiance to political ideologies and national interests that top-ranked universities in China have to simultaneously negotiate. (shrink)

This study focuses on a series of videos aimed at teacher recruitment in Singapore and how they are used as an ideological tool for persuasion. By adopting a multimodal critical discourse analysis approach to focus on affect, it examines how these videos create and promulgate the ideology of an ideal teacher as one who is caring, encouraging and supportive of students. The analysis shows how affect is not only embodied in and performed by the primary protagonists in the video narratives (...) through their action, facial expression, posture and speech. It is also evoked through various secondary meaning-making modes, such as focus, angle, lighting, background music and setting, through which the narratives unfold. More importantly, it demonstrates how affect is used not only as a means to arouse and engage viewers’ sensibilities but also as a persuasive strategy to manufacture and manage particular social and economic realities in contemporary society. (shrink)

This study focuses on the phenomenon of private supplementary tutoring, otherwise known as ‘shadow education’, which has proliferated around the world. By casting the spotlight on one parti...

Shadow education, or supplementary private tutoring, has expanded to become a multi-billion-dollar industry worldwide, capitalising on the desires of parents and their children to succeed and excel in education. In doing so, shadow education draws upon and reproduces cultural capital represented by knowledge, skills and educational credentials and symbolic capital constituted in the prestige, privilege and legitimacy of educational achievement. The study on which this article is based adopts a critical discourse analytic approach to examine the websites of five leading (...) private tuition centres in Singapore as seen through the lens of Bourdieu’s concept of capital. The aim is to identify specific forms of cultural capital, examine how they are harnessed for promotional purposes, and show how this reflects and reproduces the forms and representations of educational achievement and success valued in Singapore. Findings offer a deeper understanding of the marketing discourse of shadow education that pivots on the quality of private tutors, success beyond examinations and school, and concrete representations of social distinction and achievement. More significantly, the study contributes to research situated at the nexus of shadow education and Bourdieu’s concept of capital to shed light on how shadow education reflects and magnifies broader socio-cultural orientations and socio-economic structures. (shrink)