Markedsdynamikk som pedagogisk diskurs i høgskolesystemet
Peer reviewed, Journal article
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- Artikler / Articles 
Original versionNordisk pedagogik. 2009, 29(4), 355-368
In the context of the significant ideological and structural changes brought about by the 2003 «Quality reform» of the Norwegian higher education system, this paper illuminates how market dynamics and discourses of marketization contribute to the configurations of deregulated, local bachelor degrees in the field of sport studies and physical education teacher education underpinned by the European Credit Transfer System. Using Bernstein’s conceptual framework of pedagogical discourse, the article explores the communication about content in credits and degrees in order to meet customers, trends and interests in the market. Through critical discourse analysis of educational texts from four regional university college’ websites, the paper unveils how the promotional discourses and values of liberal individualism hold a strong position within the pedagogical discourse underpinning constructions of local credits and programs of study in sports, outdoor pursuits and physical education teacher education.