[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-594535-105":59,"doc-detail-594535-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","to-market-to-market-arthur-oneill","To market, to market - Arthur O’Neill","","A critical essay examines how Australian universities market themselves through job advertisements, treating recruitment language as salesmanship rather than genuine academic purpose. Using examples such as roles at Monash, Griffith, and Deakin, it argues that institutional “strengths” and lofty expectations often conceal vague promises, managerial jargon, and performance-driven cultures. It contrasts ideals of humanities and leadership with the realities of recruiting brands, questioning the supposed virtues behind strategic leadership rhetoric.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/to-market-to-market-arthur-oneill/594535/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/to-market-to-market-arthur-oneill/594535.png","ImageObject",300,407,{"name":92,"@type":93},"Aldword","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-24","2026-10-15",true,{"@type":102,"interactionType":103,"userInteractionCount":8},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What does the essay claim job advertisements reveal about universities?","Question",{"text":112,"@type":113},"They reveal marketing-oriented salesmanship, with universities presenting themselves using boasting, managerial rhetoric, and invocations of virtue rather than substantive academic strengths.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How is the “university’s high ranking” mocked in the text?",{"text":117,"@type":113},"It compares using job ads as evidence of high ranking to barbers painting awards on windows—suggesting the message is performative and aims to make people feel good upon entry.",{"name":119,"@type":110,"acceptedAnswer":120},"Which universities and roles are used as examples?",{"text":121,"@type":113},"The text cites advertisements involving Monash University (e.g., Vice-Chancellor), Griffith University (e.g., Deputy Vice-Chancellor, Academic), and Deakin University (e.g., Pro Vice-Chancellor, Faculty of Business and Law), among others.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},594535,1792871183,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":8,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":24,"language":139,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":67,"update_tm":143,"read_time":144},2336478940917,"https://ap-avatar.wpscdn.com/davatar_6f874abed73319feea01a86fa6f0fab8","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  \nTo market, to market…  \nArthur O’Neill  \nThe university of life  \n‘This is a secular age,’ replies [Professor] Godwin.‘You cannot turn back the clock. You cannot condemn an institution for moving with the times.’  \n‘By an institution you mean the university?’  \n‘Yes, universities, but specifically faculties of humanities, which remain the core of any university.’  \nThe humanities the core of the university. She [Elizabeth Costello] may be an outsider, but if she were asked to name the core of the university today, its core discipline, she would say it was moneymaking. That is how it looks from Melbourne, Victoria …  \nJ. M. Coetzee, Elizabeth Costello (2003, p. 125)  \nIn earlier pieces (O’Neill, 2002, 2010, 2012), I chewed on and tried to digest newspaper advertisements made by universities. Byproducts did not come out smelling like roses: universities are scarcely able to present themselves without boasting, crass displays of salesmanship and brazen invocations of virtue. Now I hark to their recruiting calls by taking a sample (the bias is all mine) from recent announcements. Maybe universities went about seeking employees differently in the good old days – I don’t go into that – but these days they are, as I hope to show, besotted with marketing brands as they seek acolytes to join them in the vision splendid.  \nTop dogs  \nUsing job advertisements to report a university’s high ranking is like barbers painting ‘Hairdresser of the Year’on their windows. The sign is the massage: you’ll feelgood, look good, after entering such places. Institutional strengths are advanced, though it was not always so: twoliners in Wednesday’s ‘Men and Boys’ columns left out strengths of employers. Announcements of jobs in universities convey expectations that, if not realised only in  \nGod, will be requisite for membership of His management team. Take this example from an advertisement for an Associate Librarian:  \nYou will provide innovative leadership, strategic planning, and management of liaison and research support services across the Library Services portfolio, including policy development, quality assurance and high level liaison with strategic partners. Other leadership responsibilities include the Library’s web and electronic interfaces, cultural collections and archives.  \nNo hands-on stuff with books in this one.  \nA template for jobs down the line is provided by the manner in which those at the top are displayed, usually with the assistance of executive search consultants. Monash University wants a Vice-Chancellor – ‘Leading Monash to a brilliant future’says the sub-title – ‘to build on the momentum generated …’: by the present incumbent. Apart from telling readers what a hot scone Monash is, the advertisement includes:  \nA visionary and strategic leader of the highest calibre, the successful candidate will be bold in thinking and creative in spirit – one who will have the exceptional ability and profile demanded for the role of steering a large-scale and complex research-intensive university, constantly determined to achieve excellence and to make a difference to the world.  \nGreat expectations, indeed. Happily, expectations of humility and modesty are not included. If they were, the wrong sort of leader could apply …  \nIn another place, Griffith University, and down the ladder a bit, a Deputy Vice-Chancellor (Academic)  \nprovides strategic leadership for the portfolio areas of academic planning and quality; students, teaching and learning; academic staff; and student and staff equity … The role requires exceptional management and operational skills and the ability to drive a culture of performance.  \n70 To market, to market… Arthur O’Neill vol. 56, no. 1, 2014  \nA 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  \nFar be it for me to cavil at the semicolons, for they butter my literary bread; but are we to suppose that the anointed one will provide strategic leadershi","cbCaiaFILLaadwY6","https://ap.wps.com/l/cbCaiaFILLaadwY6","pdf",122431,"English","# To market, to market…\n## Recruitment as marketing\n## “Top dogs” and leadership expectations\n## Case examples: Monash, Griffith, Deakin","[{\"question\":\"What does the essay claim job advertisements reveal about universities?\",\"answer\":\"They reveal marketing-oriented salesmanship, with universities presenting themselves using boasting, managerial rhetoric, and invocations of virtue rather than substantive academic strengths.\"},{\"question\":\"How is the “university’s high ranking” mocked in the text?\",\"answer\":\"It compares using job ads as evidence of high ranking to barbers painting awards on windows—suggesting the message is performative and aims to make people feel good upon entry.\"},{\"question\":\"Which universities and roles are used as examples?\",\"answer\":\"The text cites advertisements involving Monash University (e.g., Vice-Chancellor), Griffith University (e.g., Deputy Vice-Chancellor, Academic), and Deakin University (e.g., Pro Vice-Chancellor, Faculty of Business and Law), among others.\"}]","To market, to market - Arthur O’Neill | PDF",1792079342,13]