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Title: Market subjectivity and neoliberal governmentality in higher education
Authors: Varman, Rohit
Saha, Biswatosh
Skalen, Per
Keywords: Governmentality
Higher-education marketisation
Market subjectivity
Student behaviour
Issue Date: 2011
Publisher: SCOPUS
Journal of Marketing Management
Series/Report no.: 27(44512)
Abstract: 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. © 2011 Westburn Publishers Ltd.
Description: Varman, Rohit, Indian Institute of Management - Calcutta, Kolkata, WB 700 104, India; Saha, Biswatosh, Indian Institute of Management - Calcutta, Kolkata, WB 700 104, India; Skalen, Per, Service Research Centre, Karlstad University, Sweden
ISSN/ISBN - 0267257X
DOI - 10.1080/0267257X.2011.609134
Appears in Collections:Marketing

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