Branding devices in place: Neoliberal academic event posters in a Hong Kong university

Branding devices in place: Neoliberal academic event posters in a Hong Kong university

• Huang, Fanglei Corey The Education University of Hong Kong

Discourse and Communication, 2022

SAGE Publications

2022

• S School Environment & Facilities, Organization
  • SH School Culture, Teacher-Student Relations
• S School Environment & Facilities, Organization
  • SE School Building, Campus & Environment

Academic Event Posters Critical Discourse Analysis Geosemiotics Marketization Multimodality Neoliberalism University

• Hong Kong

• 1997.7 onwards

• Post-Secondary Education

Operating as a hegemonic, market-driven governmentality, neoliberalism has been colonizing academic institutions and academic professionals’ everyday lives globally. This article demonstrates how several sets of academic event posters displayed at a public Hong Kong university work as spatialized multimodal branding devices that discursively entangle certain types of individuals, activities, institutions, and political economy under a specific mode of neoliberal governmentality. It shows that the posters position the university and its academic units as internationally competitive, Global-North-oriented knowledge enterprises in a mutually shaping relationship with a globalized neoliberal political economy par excellence in Asia. The study signals the need for research on neoliberal academic discourses to pay closer attention to the spatialized, multi-semiotic nature of discursive practices and the multi-layered institutional, politico-economic and cultural contexts in which the neoliberal discourses are situated. Copyright © 2022 The Author(s).

• English

Journal Articles

• 17504813

• 10.1177/17504813221108805

https://bibliography.lib.eduhk.hk/bibs/9eef8f43

2022-11-03