Conforming, Branding, and Research

Gaye Tuchman

in Wannabe U

Published by University of Chicago Press

Published in print October 2009 | ISBN: 9780226815299
Published online February 2013 | e-ISBN: 9780226815282 | DOI:
Conforming, Branding, and Research

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This chapter highlights Wannabe University as a “middle-status conformist” that simultaneously seeks to conform to what other public research universities do, while developing its own distinctive “brand.” It pays special attention to how Wannabe participates in the corporatization of higher education, transforming the faculty's research into a revenue stream (as other research universities do), and also includes some of the techniques used to persuade professors to earn money for the University and to dissuade them from shirking. These activities involve new relationships among administrators and professors, who were once thought to share the governance of universities.

Keywords: branding; public research universities; middle-status conformist; audit culture; corporate administrators; Wannabe University; accountability regime

Chapter.  8664 words. 

Subjects: Higher and Further Education

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