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

What is it about?

The Hong Kong government designed a publicity campaign to rebrand vocational education as vocational and professional education and training. Our critical discourse analysis found that these messages over-emphasized financial gain as the goal of education, and underplayed personal agency and choices. Further research is needed to understand the value of vocational education perceived by its students and graduates.

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