TY - CHAP
T1 - Displaying Care : The Neoliberal Semiotic Landscape of Psychological Health Service Posters on a University Campus in Hong Kong
AU - HUANG, Corey Fanglei
PY - 2021/1/1
Y1 - 2021/1/1
N2 - 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).
AB - 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).
UR - http://www.scopus.com/inward/record.url?scp=85134275634&partnerID=8YFLogxK
U2 - 10.21832/9781788923873-007
DO - 10.21832/9781788923873-007
M3 - Book Chapter
AN - SCOPUS:85134275634
SN - 9781788923859
T3 - New Perspectives on Language and Education
SP - 102
EP - 124
BT - Linguistic Landscapes and Educational Spaces
PB - Channel View Publications
ER -