The Politics of Branding in the New University of Circulation

Alison Hearn

International Studies of Management & Organization, 2015, vol. 45, issue 2, 114-120

Abstract: This short article reviews contemporary forms and practices of university branding and marketing, and links these to the broad-based neoliberal structural transformations taking place in all aspects of university education around the globe. It argues that the ascendance of university branding and marketing practices is both symptomatic and constitutive of the new raison d’être of universities, which is to serve as points for the circulation and reinvestment of overaccumulated finance capital. Given the university’s new role as private business, corporate entity, and investment bank, we can no longer imagine that its branding and marketing practices are politically or ideologically neutral; indeed, the position we take in relation to university branding efforts has broad implications for the future of free research and education around the globe.

Date: 2015
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DOI: 10.1080/00208825.2015.1006007

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