Abstract
ABSTRACT Through discourse analysis, this article explores strategies used in the speeches and public statements of former Education Secretary Betsy DeVos (2017–2020), as she employed marketing tactics in service of a neoliberal educational agenda. I identify DeVos’s framing and lexical choices deployed to increase memory and attention salience, thereby highlighting the role words play in shaping political and cultural outcomes. Although the paper provides only a snapshot of DeVos’s framing, the discussion is situated within a broader neoliberal discourse designed to manipulate public sense-making and trigger emotions through emotionally charged rhetoric. Through careful lexical choices, DeVos crafts a worldview for primary and secondary audiences that likewise informs macro-level educational narratives, policies, and practices.
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