The media discourse of private institutions of higher education and the production of the university subject

Abstract

In this article, we take as materiality the publicity campaigns, postings and lectures of three private higher education institutions, arranged on facebook and youtube during the period from 2008 to 2015, to identify what we call the university media discourse. We were also interested in how the university media acts on the private higher education student. For this, initially, we return to the notion of discourse in Michel Foucault, arguing that the discourse of the media has the function of producing and assimilating technical capacities, inducing effects of power and making truths available. From Foucault's discussions on neoliberalism, we argue that this work takes place through a discursive network that associates at least three discourses: market, politics and learning. Analyzing the materiality, we find that the discourse of the university media produced a type of university subject: The self-entrepreneur.