Abstract
As Australia's governments strive to create an advanced capitalist society, their wholesale adoption of corporate managerialism provides a dominating contextual setting for every level of education. Aggressive in style and content, this intrusive paradigm bids to transform the structures and purposes of modern education. Like their fellow academics, university geographers are obliged to come to terms with the imposition of a coarse‐grained industrial model on a vocation‐driven profession. They should interpret this rapidly evolving situation as people, citizens and educators before considering specific responses as geographers per se.