Reconsidering academic capitalism

Universities today leave nothing to chance when it comes to their public presentation. Their websites, among other marketing and advertising material, speak to this preoccupation, as they are one of the primary means by which universities communicate a desirable image to the wider world. The results of these marketing efforts are carefully curated ensembles of web pages, of individual academics, departments, faculties, administrative departments and universities as a whole, that document great academic accomplishments, distinguished scholarly reputations, innovative degree programmes, outstanding facilities, and so forth. Notably, these websites go to great lengths to portray the texture of feeling involved in studying or working at a given university. So, for example, University X plays up its location in a student city:

In turn, marketing its ‘student experience’, University Y highlights both a friendly and scholarly environment and the strength of its services and facilities:

Through such marketing materials, universities demonstrate a keen attentiveness to the emotional and affective dimensions of academic labour, as it concerns prospective students or future employees, for example.