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Strategic diagrams and the technologization of culture
Södertörn University, School of Culture and Education, Swedish Language.ORCID iD: 0000-0002-3176-7226
Örebro universitet.
2016 (English)In: Journal of Language and Politics, ISSN 1569-2159, E-ISSN 1569-9862, Vol. 15, no 3, 321-335 p.Article in journal (Refereed) Published
Abstract [en]

Strategic diagrams are becoming ubiquitous across all forms of social practices, used to map out core elements and processes in private and public institutions and also for more localized and individual activities — where, for example, so that it reads: where, for example, early years school children can manage attitudinal goals. These are easy to produce with cheap software providing templates and tools to do so. This paper shows how these diagrams must be placed in the ideological shift to neoliberal governance with its emphasis on the market, flexibility and competition. All things and processes, however intangible, are viewed as assets with simple cause-effect relations, to be converted into tangible outcomes and maximised outputs. Taking a multimodal critical discourse analysis approach, we analyse two cases, from a university and an early-years school.

Place, publisher, year, edition, pages
2016. Vol. 15, no 3, 321-335 p.
Keyword [en]
marketization, New Public Management, performance management, multimodality, discourse
National Category
Specific Languages
Research subject
Other research area
URN: urn:nbn:se:sh:diva-30703DOI: 10.1075/jlp.15.3.06ledISI: 000391136900006ScopusID: 2-s2.0-84981294605OAI: diva2:951134
Available from: 2016-08-06 Created: 2016-08-06 Last updated: 2017-01-26Bibliographically approved

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