Re-envisioning vocational education: critical discourse analysis of a government publicity campaign in Hong Kong

Kara Chan*, Jasmine Zhang

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

1 Citation (Scopus)
21 Downloads (Pure)

Abstract

Purpose:Vocational education in Hong Kong suffers from an image problem. Stakeholders often perceive it as a second-best option for those who fail to advance in academic education. In 2016, to promote vocational education, the Hong Kong government launched a publicity campaign and rebranded vocational education and training (VET) as vocational and professional education and training (VPET). This study critically analyzes the new discourse crafted by this campaign and assesses its potential to change VPET’s status.

Design/methodology/approach: This study applies critical discourse analysis to the set of television public service advertisements produced as part of the government publicity campaign.

Findings: The messaging of the publicity campaign consists of two major discursive strategies. One stresses the ability to find self-fulfillment through VPET. The other stresses the academic ability and middle-class status of VPET students as well as the non-manual and high-end career opportunities for graduates. While the first strategy offers a new basis on which to value VPET, the second recreates assumptions about the value of academic achievement and what constitutes respectable employment, even as it attempts to challenge stereotypes. It reinforces that the ultimate goal of education is financial gain and social status. It overlooks other values of education and the potential value of VPET in enhancing individual choice and agency.

Research limitations/implications: Discourse analysis does not provide information about audience perceptions and interpretations.

Social implications: The government could consider reframing their messaging in terms of the diverse values and experiences of VPET students. Highlighting the values that VPET students themselves see in their education provides alternative discourses that can better challenge hegemonic ideas.

Originality/value: To the best of our knowledge, this is the first discourse analysis of the government’s publicity campaign to promote VPET.
Original languageEnglish
Pages (from-to)907-927
Number of pages21
JournalEducation + Training
Volume66
Issue number7
Early online date26 Aug 2024
DOIs
Publication statusPublished - 17 Oct 2024

Scopus Subject Areas

  • Language and Linguistics
  • Communication
  • Education

User-Defined Keywords

  • Critical discourse analysis
  • Professional education
  • Social class
  • public service advertising
  • vocational education

Fingerprint

Dive into the research topics of 'Re-envisioning vocational education: critical discourse analysis of a government publicity campaign in Hong Kong'. Together they form a unique fingerprint.

Cite this