Literaturnachweis - Detailanzeige
Autor/in | McKeon, Kerry |
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Titel | Buzzwords, Blends and Branding: Marketing Meets Education Policyspeak |
Quelle | In: Discourse: Studies in the Cultural Politics of Education, 44 (2023) 6, S.959-971 (13 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 0159-6306 |
DOI | 10.1080/01596306.2023.2211522 |
Schlagwörter | Discourse Analysis; Language Usage; Neoliberalism; Speeches; Politics of Education; Psychological Patterns; Emotional Response; Marketing; Federal Government; Educational Policy |
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. (As Provided). |
Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2024/1/01 |