This paper explores, in some detail at the European Union scale, processes and relationships of recontextualization between higher education and other EU policy fields, including for instance the recontextualization of ‘competitiveness rhetoric’ and ‘globalization rhetoric’ in HE policy documents. We trace the implementation of the Bologna Process in two EU member states, Austria and Romania, illustrating the effects of these very different socio-political and historical contexts on EU standardization processes through a detailed discourse analytic study of recontextualization processes of policy documents. This paper integrates two approaches in critical discourse analysis, Fairclough's dialectic-relational approach and Wodak's discourse-historical approach, by introducing recontextualization as a salient critical discourse analysis category and explaining its relationship to other categories within a discourse-analytical approach to (or ‘point of entry’ into) trans-disciplinary research on social change.