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.

学术代写带来的挑战超出了教育范围，影响了学习者的道德和精英期望。通过“账户理论”的社会学视角，我们分析了 102 个英文和中文的学术代写网站的营销语言，探索它们在不同文化和背景下的服务合法性。我们的研究重点是代笔网站如何在不同文化和语言背景下使其服务合法化，同时消除与学术代笔相关的耻辱。我们确定了代笔网站使用的五种中和技巧，包括“否认责任”、“否认伤害”、“否认受害者”、“谴责谴责者”和“呼吁更高的忠诚度”。我们的研究结果表明，学术代笔的营销是为了吸引潜在客户的文化背景而定制的，中文代笔网站强调代笔的权威，而英文网站则优先考虑与用户的同理心。代笔行业已经多元化，以满足不同消费者和在线环境的需求。我们的研究深入了解代笔网站如何根据文化倾向制定市场策略，揭示代笔行业的复杂性及其对道德和教育格局的影响。它揭示了这个市场的动态如何演变、适应并最终影响教育格局，强调需要对高等教育中发挥作用的力量有一个整体的视角。