You are your only limit
Appropriations and valorizations of affect in university branding
Dados Bibliográficos
| ID | 3622718 |
|---|---|
| Autores | Carl Jon Way Ng (0000-0002-2497-5529, City University of Hong Kong China, autor correspondente) |
| Ano | 2019 |
| Volume | 23 |
| Fascículo | 2 |
| Páginas | 121-139 |
| Data de publicação | 2019-04-01 |
| Peer Reviewed | Sim |
| Open Access | Sim |
| Tipo | ARTICLE |
| Periódico | Journal of Sociolinguistics (JOURNAL) |
| Identificadores do periódico | ISSN: 1360-6441 • E-ISSN: 1467-9841 |
| Editora | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/josl.12331 |
| OpenAlex | W2916383564 |
| Idioma | EN |
| Citações recebidas | 28 |
| Referências citadas | 38 |
This article considers the role of affect in university branding in a context of neoliberal higher education, by way of examining the semiotic landscape of the Singapore Management University concourse. Contemporary branding often involves stimulating stakeholder/audience investments of meaning and affect into the brand, thereby appropriating consumers' affective labour for brand-building and communications. Adopting a discourse-analytic approach, I examine how linguistic, visual and spatial modalities are utilized to evoke and semiotize particular affective meanings and orientations in the emplaced discourse within the university's brand space. This discourse, which includes organizational branding discourse as well as more organic student-generated texts, becomes part of the affective regime, helping to encourage and enjoin what is deemed to be normative affective sensibilities and practices in that context. Consequently, the article also considers the kinds of affective subjectivities that are valorized, and how stakeholder/student-subjects are interpellated in a context of neoliberal-oriented higher education
Aesthetics · Affect (linguistics · Context (archaeology · Linguistics · Meaning (existential · Modalities · Normative · Political science · Public relations · Semiotics · Social science · Sociology · Stakeholder · Communication · Communication in Education and Healthcare · Discourse Analysis in Language Studies · Humor Studies and Applications · Law · Psychology
Ideal migrants in an ideal city
Branding devices in place
‘It all begins with a teacher’
Shadow education signage and educational subjectivity
The Geosemiotics of a Thai University
Material School Landscape Through the Eyes of Recent Refugee-Background Children and Parents
The case of Sydney universities
“Money can buy health”
The coexistence of moral-educational values and neoliberal selves
Material narration of nostalgia
Kinetic intensities and moral registers of pandemic place branding
Positioning students as consumers and entrepreneurs
Multilingual writing in a marketised university
Nostalgic regimes of cultural heritage
You are what you read – a critical discourse analysis of Falun Dafa
I’ll be there for you”
Liminalising and affectivising cityscape as a branding practice
An ‘E’ for ‘elite’ in EMI? Global, local and elite dimensions in the promotion of English-medium university programmes
Quoting and well-being
Be Proactive, Perform Regular Skin Self‐Exams and Protect Yourself”
Análisis del discurso educacional en páginas webs de universidades chilenas
Attuning to cosmopolitan atmosphere curated in semiotic landscapes
Introduction
Affective place branding
Language, (em)power(ment) and affective capitalism
Whose English gets paid off?-Neoliberal discourses of English and ethnic minority students' subjectivities in China
Language work and affect in adult language education
You probably have a parasite
Neoliberalism as Exception
The Betweenness of Place
Politicians and Rhetoric
Reading Images
The Cultural Politics of Emotion
iSpy
Brands as symbolic resources for the construction of identity
Sociolinguistic Variation
Discourses in Place
From Holloway to Hollywood
Rise and Fall of Neoliberalism
Situating affect in linguistic landscapes
Mip
Powers of Freedom
Brands
Branded Spaces
The Discursive Construction of a World-Class City
Building the World’s Visual Language
Affect and Emotion
Brief History of Neoliberalism
The Birth of Biopolitics
Trends in the Turn to Affect
Brands and Their Surfeits
You're only as Good as Your Last Job
In the Social Factory
Linguistic Landscape and Ethnolinguistic Vitality
The Semiotics of Brand
Brand, Citationality, Performativity
Neoliberal Agency
The Starbucks Brandscape and Consumers' (Anticorporate) Experiences of Glocalization
Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding
Brand Community
Performing brand identity
Struggles in organizational attempts to adopt new branding logics
Brand value
| Obras citantes distintas | 28 |
|---|---|
| Citações por ano | 4,67 |
| Intervalo de citações | 2020 - 2026 (7) |
| Velocidade de citação | current |
| Altamente citado | Não |
| Tipos de citação | Neutras: 27 |