The homogenisation of prospectuses over the period of massification in the UK

Elizabeth Bronwen Knight

Journal of Marketing for Higher Education, 2022, vol. 32, issue 1, 19-36

Abstract: Through historically oriented critical discourse analysis this article considers how the messages regarding the purpose of higher education, as presented in prospectuses of four case study institutions, have been impacted by massification and marketisation in England between 1977 and 2018. The prospectuses of four higher education institutions of different status were analysed to trace how discourses relating to the value of an undergraduate degree could be identified in the prospectuses.The findings suggest that while the prospectuses presented multiple rationales as to why students should undertake degrees, there was a significant increase in focus on graduate transitions to employment and a parallel hollowing-out of information relating to course content.The study found that over the period the vocabularies drawn on to present the value of a degree have become homogenised, yet the rationales given for undertaking tertiary study became more numerous and complex, making diversity of institutional offers difficult for prospective students to differentiate.

Date: 2022
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DOI: 10.1080/08841241.2020.1806177

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