Buzzwords, Blends and Branding: Marketing Meets Education Policyspeak

Autor/in	McKeon, Kerry
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 Verfügbarkeit
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 + Suchen Sie Ihr Suchwort? Diskursanalyse; Sprachgebrauch; Neo-liberalism; Neoliberalismus; Educational policy; Bildungspolitik; Emotionales Verhalten; Bundesregierung; Politics of education
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).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01