Studieförbundens institutionella förutsättningar skapar möjligheter på utbildningsmarknaden

This article is about how the Study Associations belonging to Liberal Adult Education(folkbildningen) deal with their role under New Public Management (NPM). Keyissues of voluntary organizations are the ideas or the particular nature for which theywere created, and which forms the basis for their activities. When introducingcompetitive markets these ideas risk being bent in order to meet the demands of themarket, and the requirements for economic effectiveness. The organization’sinterplay with the changes of the environment is highlighted through the use of theNew Institutional Theory. The rhetorical analysis of the self-images of the StudyAssociations, as actors of the market of education, show a linguistic usage wherethey both point out their role as actors of the market of adult education and theirideological affiliation to “folkbildningen”. By using the traditional discourse,emphasizing pathos (emotions and values), and combining it with logos (programs toqualify the target group), the Study Associations create a special character or aprofile of their education. Instead of a deinstitutionalization of the character of theStudy Associations we can se a recycling of the traditional discourse in the newcontext