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Discourse & Communication http://dcm.sagepub.com Re-branding academic institutions with corporate advertising: a genre perspective Hajibah Osman DISCOURSE & COMMUNICATION 2008; 2; 57 DOI: 10.1177/1750481307085577 The online version of this article can be found at: http://dcm.sagepub.com/cgi/content/abstract/2/1/57 Published by: http://www.sagepublications.com Additional services and information for Discourse & Communication can be found at: Email Alerts: http://dcm.sagepub.com/cgi/alerts Subscriptions: http://dcm.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.co.uk/journalsPermissions.nav Citations http://dcm.sagepub.com/cgi/content/refs/2/1/57 Downloaded from http://dcm.sagepub.com by Heemal Kasseean on October 9, 2009 ARTICLE Osman: Re-branding academic institutions with corporate advertising 57 Re-branding academic institutions with corporate advertising: a genre perspective Discourse & Communication Copyright ? 2008 SAGE Publications. (Los Angeles, London, New Delhi and Singapore) www.sagepublications.com Vol 2(1): 57-77 10.1177/1750481307085577 HAJIBAH OSMAN U N I V E R S I T I T E K N O L O G I M A R A , S E L A N G O R , M A L AY S I A The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough (1993) refers to as the marketization of academic discourse. Marke ...
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