Volume 15, Issue 3
  • ISSN 1569-2159
  • E-ISSN: 1569-9862
Buy:$35.00 + Taxes


Strategic diagrams are becoming ubiquitous across all forms of social practices, used to map out core elements and processes in private and public institutions and also for more localized and individual activities – where, for example, so that it reads: where, for example, early years school children can manage attitudinal goals. These are easy to produce with cheap software providing templates and tools to do so. This paper shows how these diagrams must be placed in the ideological shift to neoliberal governance with its emphasis on the market, flexibility and competition. All things and processes, however intangible, are viewed as assets with simple cause-effect relations, to be converted into tangible outcomes and maximised outputs. Taking a multimodal critical discourse analysis approach, we analyse two cases, from a university and an early-years school.


Article metrics loading...

Loading full text...

Full text loading...


  1. Beck, Ulrich
    1986 Risk Society: Towards a New Modernity. Cambridge: Polity Press.
  2. Daujotaite, Dalia . and Macerinskien, Irena
    2008 “Development of Performance Audit in Public Sector”. Paper Presented at5th International Scientific Conference Business and management. 177–85. Vilnius: Lithuania.
    [Google Scholar]
  3. Fairclough, Norman
    1992Discourse and Social Change. Cambridge: Polity Press.
    [Google Scholar]
  4. Hall, Stuart
    1980 “Encoding/Decoding”. InCulture, Media, Languageby Stuart Hall , Dorothy Hobson , Andrew Love , and Paul Willis , (eds.). 128–38. London: Hutchinson.
    [Google Scholar]
  5. Hjelmslev, Louis
    1963Prolegomena to a Theory of Language. Madison: University of Wisconsin Press.
    [Google Scholar]
  6. Jessop, Bob
    1997 “Capitalism and its Future: Remarks on Regulation, Government, and Governance.” Review of International Political Economy. 4(3), 435–455. doi: 10.1080/096922997347751
    https://doi.org/10.1080/096922997347751 [Google Scholar]
  7. 2003The Future of the State in an Era of Globalization International Politics and Society. 3/ www.fes.de/ipg/IPG3_2003/ARTJESSOP.HTM
    [Google Scholar]
  8. 2007State Power. London: Wiley.
    [Google Scholar]
  9. Kaplan, Robert. S. and Norton, David. P.
    2004Strategy Maps: Converting Intangible Assets into Tangible Outcomes. Boston, Mass.: Harvard Business School.
    [Google Scholar]
  10. Kress, Gunther . and Van Leeuwen, Theo
    2006Reading Images: The Grammar of Visual Design. London: Routledge.
    [Google Scholar]
  11. Kress, Gunther
    2010Multimodality: A Social Semiotic Approach to Contemporary Communication. London: Routledge.
    [Google Scholar]
  12. Ledin, Per . and Machin, David
    2015 “How Lists, Bullet Points and Tables Recontextualize Social Practice: A Multimodal Study of Management Language in Swedish universities.” Critical Discourse Studies. 12(4), 463–481. doi: 10.1080/17405904.2015.1039556
    https://doi.org/10.1080/17405904.2015.1039556 [Google Scholar]
  13. Machin, David
    2007Introduction to Multimodal Analysis. London: Hodder Arnold.
    [Google Scholar]
  14. Martin, Ron
    1997 “Regional Dimensions of Europe's Unemployment Crisis”. InUnemployment and Social Exclusion Landscapes of Labour inequality and Social Exclusionby Sally Hardy , Paul Lawless and Ron Martin (eds.). 11–48. New York: Routledge.
    [Google Scholar]
  15. Power, Michael
    1997The Audit Society. Oxford: Oxford University Press.
    [Google Scholar]
  16. Rayner, Steve
    2007 “The Rise of Risk and the Decline of Politics.” Environmental Hazards. 7, 165–172. doi: 10.1016/j.envhaz.2007.05.003
    https://doi.org/10.1016/j.envhaz.2007.05.003 [Google Scholar]
  17. Gramsci, Antonio
    2011Prison Notebooks. New York: Columbia University Press.
    [Google Scholar]
  18. Van Leeuwen, Theo
    2005Introducing Social Semiotics. London: Routledge.
    [Google Scholar]
  19. Voloshinov, Valentin
    1973Marxism and the Philosophy of Language. Cambridge, MA: Harvard University Press.
    [Google Scholar]

Data & Media loading...

  • Article Type: Research Article
Keyword(s): discourse; marketization; multimodality; New Public Management; performance management
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error