Branding devices in place: Neoliberal academic event posters in a Hong Kong university

Corey Fanglei HUANG*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

1 Citation (Scopus)


Operating as a hegemonic, market-driven governmentality, neoliberalism has been colonizing academic institutions and academic professionals’ everyday lives globally. This article demonstrates how several sets of academic event posters displayed at a public Hong Kong university work as spatialized multimodal branding devices that discursively entangle certain types of individuals, activities, institutions, and political economy under a specific mode of neoliberal governmentality. It shows that the posters position the university and its academic units as internationally competitive, Global-North-oriented knowledge enterprises in a mutually shaping relationship with a globalized neoliberal political economy par excellence in Asia. The study signals the need for research on neoliberal academic discourses to pay closer attention to the spatialized, multi-semiotic nature of discursive practices and the multi-layered institutional, politico-economic and cultural contexts in which the neoliberal discourses are situated.

Original languageEnglish
Pages (from-to)632-651
Number of pages20
JournalDiscourse and Communication
Issue number6
Early online date5 Jul 2022
Publication statusPublished - Dec 2022
Externally publishedYes

Bibliographical note

Publisher Copyright:
© The Author(s) 2022.


  • Academic event posters
  • Critical Discourse Analysis
  • geosemiotics
  • Hong Kong
  • marketization
  • multimodality
  • Neoliberalism
  • university


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