Full Description
Language and Neoliberalism examines the ways in which neoliberalism, or the ideology of market rule, finds expression in language. In this groundbreaking original study, Holborow shows at once the misleading character of ideological meaning and the underlying social reality from which that meaning emerges.
In universities, it is now the norm to use terms like entrepreneurial and business partnerships. How have these terms become a core component of education and gained such force? Markets have become, metaphorically, a power in their own right. They now tell governments how to act and warn them against too much public spending. Post-crash, the capitalist market continues to be crisis-prone, and in that context the neoliberal ideology remains contested.
Free of jargon and assuming no specialist knowledge, this book will strike a chord internationally by showing how neoliberal ideology has, literally, gone global in language. Drawing on Vološinov and Bakhtin, Williams and Gramsci, and introducing concepts from Marxist political economy, Language and Neoliberalism is essential reading for all interested in the intersection of linguistics/applied linguistics and politics.
Contents
Chapter 1. Introduction: Language and Neoliberalism: Issues and
Framework
Chapter 2. Neoliberalism and Language as a Commodity
Chapter 3. Markets, Metaphors and Neoliberal Ideology
Chapter 4. Language and the Market Metaphor
Chapter 5. The Neoliberal Invention of Entrepreneur
Chapter 6. Austerity, Entrepreneurship and the Neoliberal
University
Chapter 7. Conclusion: Implications for Understanding Ideology in
Language
