Jelle Mampaey

Branding of Flemish higher education institutions: a strategic balance perspective

Branding of higher education institutions (HEIs) is an expanding area of research. The existing literature mainly draws on the strategic management perspective that argues that HEIs are pressured to develop brands which differentiate them from their competitors. Past studies, however, do insufficiently take into account that most HEIs are positioned in systems that contain both competitive pressures (to differentiate) and institutional pressures (to meet taken-for-granted expectations), where neither of the pressures is clearly dominant. Our multiple case study of the five Flemish universities finds that branding can simultaneously address competitive and institutional pressures and that the universities studied combine aspects of distinctiveness with elements of similarity.

The style it takes: how do UK universities communicate their identity through welcome addresses?

ABSTRACT In times when universities are becoming less self-evident, these organisations may be confounded in terms of which aspects of their activities and performances they should communicate with their stakeholders. A related question – central to our study – is how they communicate. This paper analyses the style of one particular type of communication: welcome addresses of key spokespersons of UK universities. Building on the pertinent image and identity literature and using Speech Act Theory, we expected to find differences between universities by prestige and age and over time. We found that older universities use different styles compared to younger universities, and that there were also differences by prestige. We also found considerable changes over time. The findings suggest we should not see these welcome addresses as purely ceremonial, but as intentional messages with communication styles that reflect the organisational attributes of the university.

Reproducing monocultural education: ethnic majority staff’s discursive constructions of monocultural school practices

This paper investigates the role of ethnic majority staff in the perpetuation of monocultural education that excludes non-western, ethnic minority cultures and reproduces institutional racism in schools. Based on qualitative data collected through semi-structured interviews in four ethnically diverse schools in the Flemish educational system, we specifically investigate the role of ethnic majority staff in the reproduction of monocultural school practices through a discursive theoretical lens. The study advances the current literature on institutional racism by showing how situated meanings of monocultural school practices at the micro level of individuals are discursively inter-linked with the macro-level monocultural model of education.

An Organisational Perspective on Social Exclusion in Higher Education: A Case Study

We explore organisational mechanisms underlying social exclusion in higher education, the latter defined as the underrepresentation of students from lower socio-economic backgrounds. We focus on “decoupling,” which is a central concept in organisational institutionalism referring to the construction of gaps between public commitment and core organisational practices, a common phenomenon in organisations worldwide. In the context of social inclusion this implies that universities are often publicly committed to social inclusion whereas their actual practices reproduce social exclusion. Drawing on an in-depth case study of a Flemish university, we identify four possible antecedents of decoupling: institutional contradictions resulting from the neo-liberalisation of higher education, uncertainty about effective inclusive practices, resistance of key constituencies and resource stringency resulting from experiences of lacking public funding.