Karen W. Tice

in Queens of Academe

Published in print May 2012 | ISBN: 9780199842780
Published online May 2012 | e-ISBN: 9780199933440 | DOI:

Show Summary Details


This chapter examines the diverse effects of campus beauty pageants for affirming and disrupting restrictive gender/race/class dynamics on campus. It discusses the effects of neo-liberalism, post-feminism, and new media technologies not only on student cultures but on universities themselves. It examines the recent escalation of marketing discourses, corporatization, and branding of higher education in governance and quotidian practices. The chapter also examines recent patterns of consumption, “buzz” marketing, self-maximization, image enhancement, body regulation, class politics, and student life. It explores the growing popularity of using students as “brand ambassadors” in partnerships with businesses as well as student generated fashion webzines and blogs that groom, package, and manage student bodies. It also suggests strategies for enhancing critical awareness of how gender, class, race, beauty, and bodies are continually braided in student culture and higher education.

Keywords: class politics; branding; corporatization; consumption; new media technologies; buzz marketing; student culture; higher education

Chapter.  4091 words. 

Subjects: Gender and Sexuality

Full text: subscription required

How to subscribe Recommend to my Librarian

Buy this work at Oxford University Press »

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.