A U S T R A L I A N U N I V E R S I T I E S ’ R E V I E W - vol. 62, no. 1, 2020 - It’s all about building a narrative - Arthur O’Neill

Oct 15, 2026

The text presents a satirical account of a university rebranding strategy led by a new Vice-Chancellor, Trevor Prout, who commissions an image-making consultancy to reshape the institution’s mission narrative. It argues that discursive techniques can redirect spatial and institutional identity, moving beyond globalisation toward a destiny-driven story. The proposed “University of the Milky Way” becomes a framework for recruiting students and reorganising programs, supported by an astronomical research narrative of cosmic mergers.

LanguageEnglish

CategoryLiterature

FormatPDF

Pages3

Reading Time5 min

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It’s all about building a narrative

Mission statement and discursive strategy

From globalisation to a Space destiny narrative

“University of the Milky Way” implementation

A U S T R A L I A N U N I V E R S I T I E S ’ R E V I E W It’s all about building a narrative Arthur O’Neill School of Hard Knocks, University of Life The Universe Looks Down (Title on poster advertising an exhibition of works on paper by Kristen Headlam, 23 August 2018 – 17 February 2019, Noel Shaw Gallery, University of Melbourne) Trevor Prout (known behind his back as ‘Brussels’ to friend and foe alike) had to deliver on a promise. Asked what his priority would be if appointed to the position of ViceChancellor, University of Central Tasmania (UCT), he espoused a bold vision: to institute a root-and-branch makeover of the university’s image. Beleaguered by northern and southern competitors, the Selection Committee grasped at any straw that would rescue UCT from oblivion in the course of yet another widely-expected round of mergers. Geography counted against continued existence – the usual resort was to put universities together that preyed together; so, Trevor’s scheme was to distinguish UCT in such a way as to avoid its capture by a neighbour. Now installed, Trevor appointed a consultancy firm,‘Brand News’ – a small operation that specialised in image-making – to advise on the makeover. Trevor asked its Managing Director, Nobby Benton, to come up with a revised mission statement. For Nobby, mission statements were old-hat. Aspirational pieties, he called them. The task was to knock the organisation into shape; and doing that was all about re-shaping the university’s narrative. He said the discursive strategy was to evidence that the university’s accomplishment was written in the wind, as it were. Nobby had picked up‘discursive strategy’ from an article in one ofa pile of journalshe kept beside the lavatory for occasional reading. The device consisted in positing a contrast then landing on one side of it – by turning spatiality on its head in UCT’s case. By going so far as was possible in the opposite direction to its regional preoccupation. Globalisation had been a widely adopted institutional target in days of yore; and even without outposts in foreign parts, some places continued to count it as a defining feature of institutional worth. Sure, an international presence, a global reach, was a good thing. But UCT was a boutique university with academic emphases on trees and snow. More than travel across Bass Strait to a university in the Apple Isle was required – a story about fulfilling a destiny, of being equipped by character to venture beyond ordinary limits, to encounter anew frontier. Character is destiny, so the university’s narrative – its now-preferred story from creation to accomplishment, and beyond – depended on identifying new destinations. Why not voyaging into Space? What better than to adopt another name, such as The University of the Milky Way (UMW)? True, another university ‘owned’ the Southern Cross but having that in its title was more to do with flag-waggling and hinting at a quasi-religious affiliation than with getting up there and getting something out of it. Again, a bunch of fancypants at two West Australian universities sought to engage local computer addicts, citizen scientists, in contributing to a surveying task – ring-fencing the boundaries of galaxies. The endeavour indicated the correspondence of galactic goings-on and the fate of higher education amalgamations. The leader of an underlying astronomical research project, Professor Simon Driver, explained: ‘So far we think that right after the Big Bang, gravity started to pull galaxies together, and then they went through a period when there was lots of merging, lots of collisions, and violent episodes leading to distorted looking galaxies.’ vol. 62, no. 1, 2020 It’s all about building a narrative Arthur O’Neill 63 A U S T R A L I A N U N I V E R S I T I E S ’ R E V I E W Implementation Educationally speaking, the culmination of the UMW narrative amounted to recruiting planetary punters. ‘Space’touched all th

FAQs

Who leads the university makeover, and what priority is proposed?

Trevor Prout, newly appointed Vice-Chancellor of University of Central Tasmania, promises a root-and-branch makeover of the university’s image and narrative.

How does the consultancy plan to reshape the mission narrative?

The consultancy advises using a discursive strategy that provides evidence and repositions the university’s accomplishments by turning spatiality “on its head.”

What is the proposed Space-themed direction for the university?

The text describes adopting a new identity such as “The University of the Milky Way,” which reframes educational programs as journeys into untold worlds and aligns them with an astronomical storyline of cosmic merging.

Oct 15, 2026

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