KeywordsMarketing Harness Ethi Preconceive
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- 1.Norman Fairclough (2001) describes one of the key characteristics of new capitalism as its being ‘knowledge-based’ or ‘knowledge-driven’ and thus also ‘discourse-driven’: ‘knowledges are generated and circulate as discourses, and the process through which discourses become operationalised in economies and societies is precisely the dialectics of discourse’. In this book, my use of the term discourse is closely linked with the term rhetoric. Rhetoric consists of the specifically communicative aspects of discourse, its material functions and effects in social and individual lives, the relations of power it articulates, and its humanly transformative possibilities (see Eagleton 1983, pp. 194–217).Google Scholar
- 3.See Fairclough (1995, pp. 130–66) for a critical discourse analysis of a sample range of texts developed for the university sector. This analysis serves his broader argument claiming the ‘marketization’ of public discourse in contemporary Britain.Google Scholar