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The relevance of aggression and the aggression of relevance The rise of the accreditation marketing machine

The relevance of aggression and the aggression of relevance The rise of the accreditation... Purpose – The purpose of this paper is to illustrate how language functions to construct relevance at moments of articulation and how language functions as an aggressive marketing practice to promote a self‐regulated (production‐oriented) system of accreditation. Design/methodology/approach – Drawing on the political theory of Laclau and Lacanian psychoanalytical theory of desire and aggressivity, a linguistic case study is used to illustrate the construction and promotion of accreditation and relevance. Findings – Aggressive competitive behavior in the area of higher education accreditation sets up inter‐institutional antagonisms at the local and global level which may prove socially divisive and restrict the distribution of knowledge for the social good with the possible implication of restricting economic growth for competitively weaker countries. Research limitations/implications – The micro analysis of language restricts the size of the data set considered in a single article. Practical implications – Stakeholders of higher education institutions may wish to consider the strategic implications of accreditation beyond inter‐institution rivalry. Originality/value – Methodologically, this paper provides an innovative application of political, psychoanalytical and linguistic theory. Empirically, the paper provides new insights into the accreditation of higher education. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Educational Management Emerald Publishing

The relevance of aggression and the aggression of relevance The rise of the accreditation marketing machine

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0951-354X
DOI
10.1108/09513540810875680
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to illustrate how language functions to construct relevance at moments of articulation and how language functions as an aggressive marketing practice to promote a self‐regulated (production‐oriented) system of accreditation. Design/methodology/approach – Drawing on the political theory of Laclau and Lacanian psychoanalytical theory of desire and aggressivity, a linguistic case study is used to illustrate the construction and promotion of accreditation and relevance. Findings – Aggressive competitive behavior in the area of higher education accreditation sets up inter‐institutional antagonisms at the local and global level which may prove socially divisive and restrict the distribution of knowledge for the social good with the possible implication of restricting economic growth for competitively weaker countries. Research limitations/implications – The micro analysis of language restricts the size of the data set considered in a single article. Practical implications – Stakeholders of higher education institutions may wish to consider the strategic implications of accreditation beyond inter‐institution rivalry. Originality/value – Methodologically, this paper provides an innovative application of political, psychoanalytical and linguistic theory. Empirically, the paper provides new insights into the accreditation of higher education.

Journal

International Journal of Educational ManagementEmerald Publishing

Published: May 16, 2008

Keywords: Value analysis; Marketing theory; Higher education; Management strategy

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