A feminist's response to the technologization of discourse in British universities

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.