“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013
Bibliographic record
Abstract
The authors examine the emergence and consolidation of marketing practices at five Ontario universities, beginning in the early 1990s, with a focus on student recruitment and the articulation and promotion of institutional identity. The five schools represent a cross-section of the university landscape in Ontario. Interviews were conducted with personnel performing communications and marketing-related functions. Institutional records, when available, were consulted, as were internal publications, trade publications, and print media accounts. The authors situate their treatment of this topic within the field of Critical Management Studies (Alvesson & Willmott, 2003) and related works dealing specifically with marketing. Most notably, they draw on Skålén, Fellesson, and Fougère (2008), who marshal critical theory and Foucault’s works on discourse and knowledge/power to demonstrate how marketing functions as a form of disciplinary power.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.007 | 0.020 |
| Science and technology studies | 0.013 | 0.008 |
| Scholarly communication | 0.009 | 0.006 |
| Open science | 0.001 | 0.003 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.007 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".