Buzzwords, blends and branding: marketing meets education policyspeak

IF 1.7 3区教育学 Q2 EDUCATION & EDUCATIONAL RESEARCH

Discourse-Studies in the Cultural Politics of Education Pub Date : 2023-05-18 DOI:10.1080/01596306.2023.2211522

Kerry McKeon

引用次数: 0

Abstract

ABSTRACT Through discourse analysis, this article explores strategies used in the speeches and public statements of former Education Secretary Betsy DeVos (2017–2020), as she employed marketing tactics in service of a neoliberal educational agenda. I identify DeVos’s framing and lexical choices deployed to increase memory and attention salience, thereby highlighting the role words play in shaping political and cultural outcomes. Although the paper provides only a snapshot of DeVos’s framing, the discussion is situated within a broader neoliberal discourse designed to manipulate public sense-making and trigger emotions through emotionally charged rhetoric. Through careful lexical choices, DeVos crafts a worldview for primary and secondary audiences that likewise informs macro-level educational narratives, policies, and practices.

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流行语、融合与品牌：营销与教育政策对话

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来源期刊

Discourse-Studies in the Cultural Politics of Education EDUCATION & EDUCATIONAL RESEARCH-

CiteScore

4.60

自引率

5.90%

发文量

期刊介绍： Discourse is an international, fully peer-reviewed journal publishing contemporary research and theorising in the cultural politics of education. The journal publishes academic articles from throughout the world which contribute to contemporary debates on the new social, cultural and political configurations that now mark education as a highly contested but important cultural site. Discourse adopts a broadly critical orientation, but is not tied to any particular ideological, disciplinary or methodological position. It encourages interdisciplinary approaches to the analysis of educational theory, policy and practice. It welcomes papers which explore speculative ideas in education, are written in innovative ways, or are presented in experimental ways.