This article argues that mid-1970s discourses of literacy crisis prompted a problematic shift toward color-blind ideologies of language and literacy within both disciplinary and institutional discussions of writing instruction for "high-risk" minority students. It further argues that this shift has continuing import for contemporary…

"Branding" a university in an effort to attract student applicants and alumni dollars is increasingly commonplace. The history of the Dartmouth Writing Clinic attests to the ways student writers represent an institution's brand and provides a troubling picture of a world in which under-prepared students are branded out of existence. (Contains 8…