This article reflects, from a feminist perspective, on a five-year period as Head of a School of Media. It considers the position of media studies within the new academic capitalism and the re-masculinization of the university that this has produced. It considers strategies employed by the field to stake its own claim to that masculinization, in particular the embrace of “the digital.” Finally, it describes the challenges this posed for the author, and tactics employed in dealing with them.
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