Journal Articles
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
- SAGE Publications
- 2022
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- Hong Kong
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- 1997.7 onwards
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- 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).
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- English
- Journal Articles
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- 17504813
- https://bibliography.lib.eduhk.hk/bibs/9eef8f43
- 2022-11-03
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