Norman Fairclough has coined the term 'technologization of discourse'. This
he defines as the 'calculated intervention to shift discursive practices a
s part of the engineering of social change'. This process can be seen at wo
rk in British universities in the late 1990s. This article was conceived ou
t of a need to critique, from a feminist perspective, managerialism and the
damaging discourse it has radiated in British universities. It explores so
me of the consequences of the corporatization of the universities, and the
effect of emerging hegemonic discourse on the subjectivity of academic prof
essionals. Possibilities for resistance are also discussed. An understandin
g of feminist theory brings with it an invitation to critique the everyday
practice of institutions and their power. Feminist theory has also provided
a model for coalition-building with other marginalized figures in the acad
emy. It reminds us that we must all adopt strategies of resistance by confo
unding the rhetorical privileging of exclusionary language, and of reworkin
g the meanings of language used to oppress.