RafaelFajardo

As universities are beaten into the shapes dictated by business, so language is suborned to its ends. We have all heard the robotic idiom of management, as if a button had activated a digitally generated voice. Like Newspeak in Nineteen Eighty-Four, business-speak is an instance of magical naming, superimposing the imagery of the market on the idea of a university – through ‘targets’, ‘benchmarks’, time-charts, league tables, ‘vision statements’, ‘content providers’. We may laugh or groan, depending on the state of our mental health at the thickets of TLAs – three-letter acronyms, in the coinage of the writer Richard Hamblyn – that accumulate like dental plaque.