Textbooks as ‘Neoliberal artifacts’: a critical study of knowledge-making in ELT industry

The present study examined the traces of neoliberal ideology in O-level English language textbooks taught in elitist private schools in Pakistan that follow the UK-based international educational system administrated by the University of Cambridge under the General Certificate of Education (GCE). Analysis in the study was informed by Fairclough's CDA writings. Moreover, Bourdieu's views on neoliberalism were also considered to shed some light on neoliberal ideology in the textbooks. Findings suggest that several neoliberal themes were evident in the textbooks under scrutiny, including marketization, consumerism, branding, celebrity culture, competition, individualism, self-responsibility an…