Academic Brands (eBook, PDF)

Distinction in Global Higher Education
Redaktion: Biagioli, Mario

• Format: PDF

Produktbeschreibung

The first comprehensive analysis of the emergence of academic brands, this book explores how the modern university is being transformed in an increasingly global economy of higher education where luxury is replacing access. More than just a sign of corporatization and privatization, academic brands provide a unique window on the university's concerns and struggles with conveying 'excellence' and reputation in a competitive landscape organized by rankings, while also capitalizing on its brand to generate revenue when state support dwindles. This multidisciplinary volume addresses topics including the uniqueness of academic brands, their role in the global brand economy of distinction, and their vulnerability to problematic social and political associations. By focusing on brands, the volume analyzes the tensions between the university's traditional commitment to public interest values - education, research, and the production of knowledge - and its increasingly managerial culture framed by corporate, private values. Available as Open Access on Cambridge Core.

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Produktdetails

• Verlag: Cambridge University Press
• Erscheinungstermin: 31. Mai 2022
• Englisch
• ISBN-13: 9781108898102
• Artikelnr.: 66182184

Inhaltsangabe

Prologue: Mario Biagioli and Madhavi Sunder; Part I. Are Academic Brands
Distinctive: 1. Distinctive Excellence Mario Biagioli; 2. One of a kind
like you: The university as a personalized generic Celia Lury; 3. The
public higher education brand Deven Desai; Part II. Local and Global
Dimensions: 4. Academic brands and online education Paul Berman; 5.
University brands as Geographical indications Jeremy Sheff; 6. Elite
universities as luxury brands Haochen Sun; Part III. Conflicted Interests,
Haunting Associations: 7. Academic branding and cognitive dissonance Mark
Bartholomew; 8. A captive audience: Corporate propaganda on the American
college campus Joshua Hunt; 9. When brands go bad: The rise and fall, and
Re-Rise and Re-Fall, of Isaac royall, Jr. Janet Halley; Epilogue: The
Aesthetic university Madhavi Sunder.