Overcoming stigma: how academic ghostwriting companies neutralize their services in Chinese and English markets

The challenge posed by academic ghostwriting extends beyond education, affecting moral and meritocratic expectations of learners. Through a sociological lens of the “accounts theory,” we analyzed the marketing language of 102 academic ghostwriting websites in English and Chinese to explore their legitimization of services in diverse cultures and contexts. Our research focused on how ghostwriting sites legitimize their services across diverse cultures and linguistic contexts while navigating the stigma associated with academic ghostwriting. We identified five neutralization techniques used by ghostwriting sites, including “Denial of responsibility,” “Denial of injury,” “Denial of the victim,” “Condemnation of the condemners,” and “Appeal to higher loyalties.” Our findings suggest that the marketing of academic ghostwriting is customized to appeal to potential clients’ cultural backgrounds, with Chinese ghostwriting sites emphasizing the authority of ghostwriters and English sites prioritizing empathy with users. The ghostwriting industry has diversified to meet the needs of diverse consumers and online environments. Our research provides insights into how ghostwriting sites devise market strategies based on cultural predispositions, shedding light on the complexities of the ghostwriting industry and its impact on the moral and educational landscape. It sheds light on how the dynamics of this market evolve, adapt, and ultimately influence the educational landscape, emphasizing the need for a holistic perspective on the forces at play in higher education.