“Be a better version of you!”: A corpus-driven critical discourse analysis of MOOC platforms' marketing communication

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dc.authorid0000-0003-4103-682X
dc.contributor.authorMısır, Hülya
dc.contributor.authorIşık-Güler, Hale
dc.date.accessioned2022-02-16T07:28:13Z
dc.date.available2022-02-16T07:28:13Z
dc.date.issued2022en_US
dc.departmentKapadokya Üniversitesi, Beşeri Bilimler Fakültesi, İngilizce Mütercim ve Tercümanlık Bölümü
dc.descriptionTARAMASCOPUS
dc.description.abstractThis study examines the representation, reconstruction, and promotion of the ’ideal subject’ of the job market in the promotional materials of the online/life-long learning platforms known as Massive Open Online Courses (MOOCs). We take a corpus-driven critical discourse analysis to investigate the marketing language in the subscription e-mails and websites of six English-medium MOOC platforms. The analysis shows that the platforms use an array of promotional persuasion strategies, including advice-giving, autonomization and responsibilization of individuals and reinforce a self-betterment discourse to create marketable employees. Through the use of a distinct blend of higher education, marketing, and self- help discourses, the skills-oriented language explicitly references job insecurity and urges the individual to (re)build oneself tirelessly to remain demandable/marketable, neglecting an intellectual advancement angle. This ideology legitimizes the neoliberal demands for the enterprising-self and employability and feeds into one’s fear of failure, ranking individuals in the society based on a value-adding/detracting practice.
dc.identifier.citationMısır, H. & Işık-Güler, Hale. (2022). “Be a better version of you!”: A corpus-driven critical discourse analysis of MOOC platforms’ marketing communication. Linguistics and Education, 69. (Online first). https://doi.org/10.1016/j.linged.2022.101021
dc.identifier.issn0898-5898
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1016/j.linged.2022.101021
dc.identifier.urihttps://hdl.handle.net/20.500.12695/1491
dc.identifier.volume69en_US
dc.indekslendigikaynakScopus
dc.institutionauthorMısır, Hülya
dc.language.isoen
dc.publisherElsevier
dc.relation.ispartofLinguistics and Education
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMassive Open Online Courses
dc.subjectEnterprising-self
dc.subjectHigher education discourse
dc.subjectJob market discourse
dc.subjectSelf-help discourse
dc.subjectCorpus-driven critical discourse analysis
dc.title“Be a better version of you!”: A corpus-driven critical discourse analysis of MOOC platforms' marketing communication
dc.typeArticle

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