Premised on free-market relationships, managerial values and an entre-preneurial spirit of individual selves, neoliberalism has exerted a tremendous influence on the higher education sector globally over recent decades (Block et al., 2012; Flubacher & Del Percio, 2017; Molesworth et al., 2011; Slaughter & Rhoades, 2004). This chapter examines how two sets of psychological health service posters displayed on a Hong Kong university campus discursively reflect the neoliberal ideologies that position students as service consumers and entrepreneurial selves. The chapter also intends to add to the empirical research exploring the interrelationship between language, discourse and education all as powerful ‘tools and sites’ for institutional and societal neoliberalisation (Block et al., 2012; Flubacher & Del Percio, 2017) from a linguistic/semiotic landscape perspective (Blackwood et al., 2016; Jaworski & Thurlow, 2010; Shohamy & Gorter, 2009). This perspective is adopted as linguistic/semiotic research on educational institutions has highlighted how languages, texts, signs, artefacts and buildings can imbue institutional spaces with ideological meanings in subtle but powerful ways (e.g. Brown, 2012, 2018; Laihonen & Tódor, 2017).
|Name||New Perspectives on Language and Education|