ABSTRACT
This chapter marks out the territory to be covered in the book, both conceptually and empirically. It begins, in Section 2.1, by defi ning and discussing core terms that the argument in the rest of the book builds on, notably market, market society, marketisation and marketised discourse. Sections 2.2 and 2.3 then proceed to examine the social changes involved. In 2.3, a model of how they come about is presented, thus fi lling a conceptual gap between the evidence that marketisation is happening and accounts of why it is happening. Finally, Section 2.4 homes in on the normative agenda of the study by asking why marketisation is problematic and why we should harness discourse analysis to do something about it. This last section also prepares the ground for the fi nal chapter of the book, which spells out the study’s socially transformative goals. Together, Section 2.4 and Chapter 9 thus bracket the empirical chapters in Part II.
