ABSTRACT

This article examines the development of a university’s advertising campaign through the discursive justifications of the university’s communications office, its deans, and the advertising agency involved in the process. Empirical material is gathered from a three-year-long ethnographic research. Drawing on the notion of floating signifier, we explore how neoliberal and humanist Discourses about universities are played out in the negotiations between the actors involved in an advertising campaign, showing that seemingly opposing ideological stances are not completely isolated from one another.

中文翻译：

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大学品牌化：通过意识形态对立建立意义

摘要

本文通过大学传播办公室、院长和参与该过程的广告代理商的话语论证来检验大学广告活动的发展。实证材料来自一项为期三年的民族志研究。利用浮动能指的概念，我们探讨了关于大学的新自由主义和人文主义话语如何在参与广告活动的参与者之间的谈判中发挥作用，表明看似对立的意识形态立场并非完全相互孤立。