Marketisation of Higher Education Discourses: The Case of Galician Universities in Context

• Autores: Veronica Pérez-Gómez
• Localización: Discourses in co(n)text: the many faces of specialised discourse / Magdalena Zabielska (ed. lit.), Emilia Wasikiewicz-Firlej (ed. lit.), Anna Szcezepaniak-Kozak (ed. lit.), 2015, ISBN 978-1-4438-7419-9, págs. 328-352
• Idioma: inglés
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• Resumen

  • The main purpose of this chapter is to carry out an analysis of the changing relationship between Galician universities and their prospective students, particularly international students, as these are becoming a central focus of many universities involved in the strategic process of internationalisation. This internationalisation process influences also the corporisation of Galician universities and serves as a framework to investigate the implications of what Fairclough (1995, 140) defines as the marketisation of discourses in universities. A corpus of documents consisting of universities' mission statements, guides designed for students and the prospectuses for certain programmes has been compiled in order to conduct a double analysis: on the one hand, of the self-representation of Galician universities as corporate identities and, on the other hand, of the perception of students as customers of those universities, and how this particularly shapes university policy regarding international students. Thus, an examination of the linguistic choices made in those documents is essential to ascertain the perception of the universities and the students. The results of these analyses are connected and interpreted with regard to the traditional roles of universities and students, and the changes these roles have experienced.