It is argued that bringing the cultures of business, industry and advertising into higher education, in the form of quality assurance systems, goes beyond a healthy challenge to be destructive of many traditional values of university culture. Imposition, and acceptance, of the language of management reflects this phenomenon. (MSE)

Classroom communication in the second-language class is examined from an ethnographic perspective, highlighting the role of students in helping each other learn. Turn-taking, patterns of addressing teacher and peers, and different kinds of interaction that promote learning: cooperative; didactic; competitive; theatrical; personalized. (MSE)