It has become common to find diagrams and flow-charts used in our organizations to illustrate the nature of processes, what is involved and how it happens, or to show how parts of the organization interrelate to each other and work together. Such diagrams are used as they are thought to help visualization and simplify things in order to represent the essence of a particular situation, the core features. In this paper, using a social semiotic approach, we show that we need (...) to develop a much more critical sense of how these diagrams and flowcharts can easily abstract, conceal and substitute actual causalities, work roles and relationships. We demonstrate this using the example of a series of interrelated flows-charts used to implement a new system of target-based learning in preschool/kindergartens in Sweden – a system which works highly in favor of a rapidly privatizing education sector. Here, the flow charts shape how school processes and learning are presented to devalue the former system and value the new. (shrink)

The United Nations ‘Transforming our world: the 2030 Agenda for Sustainable Development’ lays out 17 Sustainable Development Goals to address a range of global issues related to the future of the planet and human well-being. Critics, however, argue that the Agenda, a complex product of multi-stakeholder governance, in its drive to accommodate many competing voices, is overloaded with weakly defined, overlapping and contradictory issues, concepts and buzzwords. These serve to gloss over actual concrete global problems and forces, concealing an underlying (...) free-trade ideology. In this paper, using Multimodal Critical Discourse Analysis, we draw attention to the nature of the documents used to communicate the Agenda. These documents comprise an edifice of self-referential texts that rely heavily on infographics, bullet points, charts and tables. Such formats appear to helpfully simplify, distil information and break things down into workable components. But, we show, through the affordances of these formats, the the vagueness of buzzwords, contradictions and lack of clear causalities can be glossed over, presenting the Agenda as a highly technical, engaging, and above all moral process. These formats are important, therefore, for the legitimization and rhetorical power of the Agenda, necessary for its take-up by governments and organizations around the world. (shrink)

Favoring individual entrepreneurial freedom and free-market competition, neoliberalism has reshaped the social and discursive practices of higher education institutions (HEIs) around the world. In this paper, I draw on methods from critical multimodal discourse studies and an analytic concept from linguistic anthropology to examine several sets of student service materials circulating on the campus of a Hong Kong university between 2016 and 2017. While these materials are purportedly designed with student welfare in mind, I demonstrate how they effectively position students (...) as (1) consumers of tailored services or experiences provided by the university; and (2) entrepreneurial selves, that is, socio-economically competitive and self-managed young individuals. I conclude by arguing that these service materials are shaped by and espouse a neoliberal governmentality that (re)orients HEIs and their students towards an all-pervasive marketization, competitiveness, and assertion of class privilege in a globalizing, particularly Westernized late capitalist society in Asia. (shrink)

This article explores the interrelationships and tensions between public engagement in higher education and media discourse. It tracks the mediated trajectory of an attempt by a group of academics to connect with audiences beyond academia, comparing a magazine article in which their opinions first became public, to its recontextualisation across various UK newspapers and their Internet spin-offs. A mediated stylistic analysis reveals the discursive, rhetorical and performative techniques via which a sociologically imaginative attempt to transform a seemingly-personal-trouble into a definitively-public-issue (...) got recontextualised as if merely the public projection of personal angst. The article concludes by noting that in an era where public engagement increasingly means mediated public engagement, to take seriously the interactive, intertextual and rhetorical affordances of media discourse is to understand that and how sociologically imaginative work can – but does not always – end up circulating within public debate. (shrink)