ABSTRACT
Academic subject areas are not static monolithic entities, but shifting amalgamations of sub-groups and traditions. The frontiers of the discipline are stretched, and the contents shaped and defined by those with power and influence to do so. Disputes arise as to what should be included within the discipline and what rejected. Changes in the external environment raise new questions, new methods, new theoretical frameworks and new potential audiences for the subject area, each of which can be used as a resource by those wishing to influence the nature and development of the subject.
