J. E. Elliott’s “Insourcing Dissent: Brand English in the Entrepreneurial University” appears in Telos 187 (Summer 2019). Read the full article at the Telos Online website, or purchase a print copy of the issue in our online store. Individual subscriptions to Telos are available in both print and online formats.
This essay addresses the emergence of dissent culture as a hallmark of teaching and research in English studies and the humanities more generally in the time and temper of the commercial-bureaucratic university. I argue that the most convincing explanation for the widespread adoption of a protest ethos in an institution ostensibly opposed to its prescriptions is not a paradigm shift from formalist to political approaches to texts and artifacts, much less principled opposition to late Western capitalism or technological reason, but a reproduction of the routines, scripts, norms, and values of American higher education as an entrepreneurial enterprise. Dissent, in other words, is an organizationally conservative force: it animates disciplinary alternatives to STEM and business curricula while articulating a remedial narrative of inclusiveness (“diversity”) that bears witness to American higher education’s residual commitments to political engagement and democracy building. This insourcing of protest has assured English studies’ viability in the corporate university by reconfiguring the discipline as an academic brand alongside Brand Science and Brand Business in the organizational field of the university. To the extent that the politics of advocating for the disempowered and marginalized is an in-house creation without demonstrable political or policy-related impact, however, dissent culture can also be read as a reflexive (and symptomatic) protest against its own institutional capture. The essay concludes with a discussion of prospective alterations to Brand English in light of recent developments in the digital humanities.
