Detail Neutral, Colluding or Subversive? Recognizing the Political Implications of the Marketing Subdiscourses in English Higher Education Bibliografi Author: Johnson, Helen Bahasa: (EN )     Penerbit: Unika Atma Jaya     Tahun Terbit: 2006     Jenis: Article Fulltext: 261EMAL293.pdf (59.0KB; 0 download) Abstract The restructuring of the British public sector since 1979 has brought marketization to the public services, including higher education. With this comes the concomitant managerial function of marketing. Academics and others perhaps have a tendency to shrug such activity off as 'administration'. However, it can be argued that the marketing discourse itself contains a number of subdiscourses. One belongs to the marketing practitioner, who may regard the practice as politically neutral or 'common-sensical'. Others, from a different political position may see marketing as a controlling device to support the market system, and with it an acceptance of a societal and institutional status quo. However, it is also possible to see marketing as a subversive means to overturn tradition and promote new values, perspectives and different types of higher education institutions. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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