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Market Subjectivity and Neoliberal Governmentality in Higher Education
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0002-2982-9651
2011 (English)In: Journal of marketing management, ISSN 1474-6085, Vol. 27, no 11, p. 1163-1185Article in journal (Refereed) Published
Abstract [en]

Using an interpretive case study in a business school in India, this research examines student behaviour and offers an understanding of a marketisation process in higher education. The study deploys Foucault's conceptualisation of governmentality and uncovers processes through which market subjectivity is fostered among students as they strive to become responsible, active, and entrepreneurial subjects. The subject position is attributed to several governmental discourses of peer pressure, abnormality, uncritical pedagogy, loan repayment, and elitism that prevail in the business school. The study further highlights the roles of English language and preference for western corporations which are unique to postcolonial India. Market subjectivity results in the prevalence of instrumental rationality, failure to develop a critical academic perspective, subordination of social concerns, and disenchantment and exclusion among some students

Place, publisher, year, edition, pages
2011. Vol. 27, no 11, p. 1163-1185
Keywords [en]
Governmentality, higher-education marketisation, neoliberalism, student behaviour, market subjectivity
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-10753DOI: 10.1080/0267257X.2011.609134OAI: oai:DiVA.org:kau-10753DiVA, id: diva2:494305
Available from: 2012-02-08 Created: 2012-02-08 Last updated: 2014-10-13Bibliographically approved

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