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Market subjectivity and neoliberal governmentality in higher education

Varman, Rohit, Saha, Biswatosh and Skålén, Per 2011, Market subjectivity and neoliberal governmentality in higher education, Journal of marketing management, vol. 27, no. 11-12, Special issue: On the marketisation and marketing of higher education, pp. 1163-1185, doi: 10.1080/0267257X.2011.609134.

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Title Market subjectivity and neoliberal governmentality in higher education
Author(s) Varman, Rohit
Saha, Biswatosh
Skålén, Per
Journal name Journal of marketing management
Volume number 27
Issue number 11-12
Season Special issue: On the marketisation and marketing of higher education
Start page 1163
End page 1185
Total pages 23
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2011-10
ISSN 0267-257X
1472-1376
Keyword(s) governmentality
higher-education marketisation
neoliberalism
student behaviour
market subjectivity
Summary Using an interpretive case study in a business school in India, this research examines student behaviour and offers an understanding of a marketisation process in higher education. The study deploys Foucault's conceptualisation of governmentality and uncovers processes through which market subjectivity is fostered among students as they strive to become responsible, active, and entrepreneurial subjects. The subject position is attributed to several governmental discourses of peer pressure, abnormality, uncritical pedagogy, loan repayment, and elitism that prevail in the business school. The study further highlights the roles of English language and preference for western corporations which are unique to postcolonial India. Market subjectivity results in the prevalence of instrumental rationality, failure to develop a critical academic perspective, subordination of social concerns, and disenchantment and exclusion among some students.
Language eng
DOI 10.1080/0267257X.2011.609134
Field of Research 150506 Marketing Theory
1505 Marketing
1504 Commercial Services
1503 Business And Management
Socio Economic Objective 930401 Management and Leadership of Schools/Institutions
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2011, Westburn Publishers
Persistent URL http://hdl.handle.net/10536/DRO/DU:30080059

Document type: Journal Article
Collection: Department of Marketing
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