{"product_id":"the-labour-of-words-in-higher-education-9789004395367","title":"The Labour of Words in Higher Education","description":"As Higher Education has come to be valued for its direct contribution to the global economy, university policy discourse has reinforced this rationale. In \u003ci\u003eThe Labour of Words in Higher Education: Is it Time to Reoccupy Policy?\u003c\/i\u003e two globes are depicted. One is a beautiful, but complete artefact, that markets a UK university. The second sits on a European city street and is continually inscribed with the markings of passers-by. A distinction is drawn between the rhetoric of university \u003ci\u003eMcPolicy\u003c\/i\u003e, as a discourse that appears to no longer require input from humans, and a more authentic approach to writing policy, that acknowledges the academic labour of staff and students, in effecting change.\u003cbr\u003e\nInspired by the work of George Ritzer on the McDonaldisation of Society, the term \u003ci\u003eMcPolicy\u003c\/i\u003e is adopted by the author, to describe a rational method of writing policy, now widespread across UK universities. Recent strategies on ‘the student experience’, ‘technology enhanced learning’, ‘student engagement’ and ‘employability’ are explored through a corpus-based Critical Discourse Analysis (CDA). Findings are humourously compared to the marketing of consumer goods, where commodities like cars are invested with human qualities, such as ‘ambition’. Similarly, \u003ci\u003eMcPolicy\u003c\/i\u003e credits non-human strategies, technologies and a range of socially constructed buzz phrases, with the human qualities and labour activities that would normally be enacted by staff and students.\u003cbr\u003e\n\u003cbr\u003e\nThis book is written for anyone with an interest in the future of universities. It concludes with suggestions of ways we might all reoccupy \u003ci\u003eMcPolicy\u003c\/i\u003e.","brand":"Sarah Hayes","offers":[{"title":"Default Title","offer_id":48310196011259,"sku":"9789004395367","price":62.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/9789004395367.jpg?v=1772491321","url":"https:\/\/indiepubs.com\/products\/the-labour-of-words-in-higher-education-9789004395367","provider":"IndiePubs","version":"1.0","type":"link"}