The whirlpool of edu-business: student’s categorical judgements of entangled commercialism in an educational context.

The business of pedagogy, edu-business, has grown into a colossal global industry. As the phenomenon of marketisation is also intertwined with academic communities and actively contributes to the formulation of institutional culture, it is essential to examine the perceptions and understandings of future teachers and education experts regarding the intricate interplay between commerce and the educational sphere. Our research scrutinised the discursive practices employed by students pursuing degrees in education and teacher education. By using membership categorisation analysis, this study explores the articulations offered by students when describing the commercialisation of education and the strategies they employ to navigate the commodified social landscape within the field of education. This study shows how the categorisations reveal the impact of marketisation on teacher education and education in general within the broader academic context. In the results, the opportunities available to students for challenging the perception of neoliberalism as something natural, normal, and desirable within the academic community, are also pondered. [ABSTRACT FROM AUTHOR]