IDEAS home Printed from https://ideas.repec.org/a/taf/mimoxx/v45y2015i2p114-120.html
   My bibliography  Save this article

The Politics of Branding in the New University of Circulation

Author

Listed:
  • Alison Hearn

Abstract

This short article reviews contemporary forms and practices of university branding and marketing, and links these to the broad-based neoliberal structural transformations taking place in all aspects of university education around the globe. It argues that the ascendance of university branding and marketing practices is both symptomatic and constitutive of the new raison d’être of universities, which is to serve as points for the circulation and reinvestment of overaccumulated finance capital. Given the university’s new role as private business, corporate entity, and investment bank, we can no longer imagine that its branding and marketing practices are politically or ideologically neutral; indeed, the position we take in relation to university branding efforts has broad implications for the future of free research and education around the globe.

Suggested Citation

  • Alison Hearn, 2015. "The Politics of Branding in the New University of Circulation," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 114-120, April.
    • Handle: RePEc:taf:mimoxx:v:45:y:2015:i:2:p:114-120
    DOI: 10.1080/00208825.2015.1006007
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/00208825.2015.1006007
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/00208825.2015.1006007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cronin, Anne M & Edwards, Lee, 2022. "Resituating the political in cultural intermediary work: charity sector public relations and communication," LSE Research Online Documents on Economics 108897, London School of Economics and Political Science, LSE Library.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:mimoxx:v:45:y:2015:i:2:p:114-120. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/mimo .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.