Discourse & Communication

Feb 3rd, 2012
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Re-branding academic institutions with corporate advertising: a genre perspective

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Discourse & Communicationhttp://dcm.sagepub.comRe-branding academic institutions with corporate advertising: a genre perspectiveHajibah OsmanDISCOURSE & COMMUNICATION 2008; 2; 57DOI: 10.1177/1750481307085577The online version of this article can be found at:http://dcm.sagepub.com/cgi/content/abstract/2/1/57Published by:http://www.sagepublications.comAdditional services and information for Discourse & Communication can be found at: Email Alerts: http://dcm.sagepub.com/cgi/alertsSubscriptions: http://dcm.sagepub.com/subscriptionsReprints: http://www.sagepub.com/journalsReprints.navPermissions: http://www.sagepub.co.uk/journalsPermissions.nav Citations http://dcm.sagepub.com/cgi/content/refs/2/1/57Downloaded from http://dcm.sagepub.com by Heemal Kasseean on October 9, 2009 ARTICLEOsman: Re-branding academic institutions with corporate advertising57Re-branding academic institutionswith corporate advertising:a genre perspectiveDiscourse & CommunicationCopyright 2008SAGE Publications.(Los Angeles, London, New Delhiand Singapore)www.sagepublications.comVol 2(1): 57-7710.1177/1750481307085577HAJIBAH OSMANU 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 AThe 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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