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).

Social work education in Hong Kong has undergone unprecedented transitions during the past decade as a result of the challenges presented by the global tides of marketization and managerialism. It has been suggested that these changes have not only negatively affected the quality of education, but have also given rise to rising consumerism as well as intense institutional competition, and, worst of all, have diluted the sense of purpose and commitment of social workers towards their social ideals. But despite the many cautions raised, the advent of marketization and managerialism has provided many positive opportunities for the development of social work education in Hong Kong. The authors will use some of their experiences encountered in Hong Kong as illustrations to show the ways in which threats and crises in social work education could be turned into positive opportunities for development. From a positive perspective, marketization and managerialism could increase opportunities and choices for motivated learners; increase efficiency and enhance performance; generate additional resources for experimentation and innovation; and revitalize social work education by making the curricula more responsive to contemporary issues and needs. We suggest that while we must be cautious about the negative impacts of marketization and managerialism, we should conceive of this situation as an opportunity to strengthen the organizational capacities of social work education, to revitalize the core values of social work, and to strive for social justice and social betterment.
[Copyright of Social Work Education is the property of Routledge. Full article may be available at the publisher's website:
http://dx.doi.org/10.1080/02615470701456194]