'We offer unparalleled flexibility': Purveying conceptual values in higher educational corporate branding  

Oleh:

Ng, Carl Jon Way

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Discourse and Communication ( Full Text) vol. 8 no. 4 (Nov. 2014), page 391-410.
Topik: Corporate branding; critical discourse analysis; knowledge economy; metaphor; multimodality; neoliberal capitalism; photographic images; semiotics; Singapore higher education
Fulltext: We offer unparalleled flexibility.pdf (546.21KB)

Isi artikel

Observations have been made about branding’s shift from a material to conceptual focus. Consequently, corporate branding has become more focused on associating and imbuing corporate brands with supposedly positive values and attributes. This article locates this emphasis in the context of Singapore’s marketized higher education sector, and examines how conceptual values like flexibility, freedom and empowerment are expressed linguistically and, more significantly, symbolized in and through photographic images in corporate brand communication. It is argued that while the circulation of conceptual values in branding has arisen in part due to the imperatives of branding, the privileging of values like flexibility, freedom and empowerment is symptomatic of neoliberal capitalist influence and the subjection of higher education in Singapore to a knowledge-based economic logic. This helps to shape stakeholders’ concepts and expectations of higher education as well as public attitudes towards the neoliberal knowledge-based market system more broadly.

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