ABSTRACT
Over the last couple of decades, extensive analysis has been provided about both the role and influence OECD has in the international educational landscape, and its main tool, namely, PISA, is one of the most discussed topics in education. However, despite the amount of studies provided, little attention has been given to OECD’s language and rhetoric. In this chapter, by analyzing OECD’s public documents—including publications, reports, videos, and brochures—I go deep into OECD’s linguistic choices. It is my contention that such choices and rhetoric play a pivotal role in the expansion and success of the Organization. Specifically, I shall argue that, on the one hand, OECD conceals its normative and performative role, thus presenting its products as—just—responses to pressing needs already present in schooling and society; on the other hand, the Organization shows a remarkable prowess in communicating its ideas and mastering diverse communicative registers, such as a scientific register as well as a language more in line with advertising style, on the other—thus making, as I wish to argue, a problematic mix.
