In this article, we analyse changes in the language use to describe the content of higher education in Denmark between 2014 and 2021. Based on text analysis of course descriptions of every university course in Denmark, we show steady growth in the use of applied, practical and vocationally oriented terminology. This trend is not only driven by a transformation towards more applied fields within higher education, but also directly affects courses offered within the arts and humanities, for example, which have been under strong political pressure to adapt to market needs during the period in question. Within the humanities, languages have largely followed this path, while fields such as philosophy and theology have resisted the trend and only implemented minor changes. Overall, our findings demonstrate a shift towards highlighting the application of knowledge and competences within Danish higher education. This is in line with the broader international discourse in recent years, including conclusions of several qualitative studies and theoretical contributions. © 2025 The Author(s). Higher Education Quarterly published by John Wiley & Sons Ltd.
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