Markkinaretoriikka ja akateeminen imagonrakennus

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Marketisation and the new rhetorics of research and higher education

Since the 1980's, the relations between science and society have been reformulated in terms of efficiency and competition. Universities are required to raise an increasing proportion of their funds from private sources and operate as if they were ordinary businesses producing and selling commodities. The article analyses changes in research policy and discursive practices in Finland such as ranking lists, public campaigns and 'promotional' science journalism. These new forms of promoting science seem to be useful in short term, but they may also erode the trust and legitimacy of science in society. An increasing market orientation tends to colonise different scientific cultures and change public knowledge into a marketable commodity.