Published online by Cambridge University Press: 01 January 2025
In June 2012, student activists in Nepal declared a campaign against private, for-profit colleges with foreign names, simultaneously decrying the schools’ names and their exorbitant tuition fees. During the campaign, members of multiple student unions vandalized signboards, buildings, computers, and buses belonging to various colleges and filed a court case demanding stricter management of private schools. These activists claimed control of the linguistic landscape of Kathmandu, objecting not to English in the classroom but to the material emblems of branded educational institutions. This article explores the semiotic implications of this movement through analysis of newspaper coverage of the protests. The school names and talk about appropriate names delineate two competing cultural chronotopes that students employed to promote a particular vision of proper Nepali behavior and to contest what they depicted as inappropriate commodification of higher education.
Earlier versions of this article were presented at the Language and Super-Diversity Conference at the University of Jyväskylä (June 5–7, 2013) and the Himalayan Studies Conference at Yale University (March 14–16, 2014). The article was improved by conversations with conference participants and with Asif Agha, Haley De Korne, Jeff Gauthier, Mara Green, Laura Kunreuther, Geeta Manandhar, Robert Moore, and Mark Turin. I also gratefully acknowledge the input of two reviewers and Richard Parmentier.