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Discourses of 'Internationalisation': A Multimodal Critical Discourse Analysis of University Marketing Webpages

Lewin-Jones, Jenny ORCID: https://orcid.org/0000-0002-1910-3398 (2019) Discourses of 'Internationalisation': A Multimodal Critical Discourse Analysis of University Marketing Webpages. Research in Post-Compulsory Education, 24 (2-3). pp. 208-230. ISSN Print: 1359-6748 Online: 1747-5112

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Discourses of internationalisation- a multimodal critical discourse analysis of university marketing webpages.pdf - Accepted Version
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[img] Text
Discourses of internationalisation- a multimodal critical discourse analysis of university marketing webpages.pdf - Accepted Version
Restricted to Repository staff only

Download (311kB) | Request a copy

Abstract

This paper reports on an investigation of a Higher Education institution’s webpages for prospective students. The study is used to illuminate how different conceptions of internationalisation are, or are not, represented to home and international students in university marketing. Multimodal Critical Discourse Analysis (CDA) is used to investigate the webpages’ discursive strategies through detailed analysis of linguistic features and images. The research explores how discourses frame or sideline conceptions of internationalisation, and it shows that in this case the dominant discourse of internationalisation is a narrow and exclusionary one. The paper concludes that in the webpages of this non-elite university a broader version of internationalisation is being marginalised in a neoliberal climate perhaps because it cannot be quantified, does not fit the individual consumer model, and so is squeezed out under the pressures of other discourses.

Item Type: Article
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Staff and students at the University of Worcester have access to the full-text of the online published version via the UW online Library Search. External users should check availability with their local library or Interlibrary Requests Service.

Uncontrolled Keywords: Higher Education, discourse, internationalisation, international students, universities, critical discourse analysis
Subjects: H Social Sciences > HM Sociology
L Education > LB Theory and practice of education
L Education > LB Theory and practice of education > LB2300 Higher Education
P Language and Literature > PE English
Divisions: Academic Departments > Institute of Humanities and Creative Arts
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Depositing User: Jenny Lewin-Jones
Date Deposited: 02 May 2019 11:28
Last Modified: 11 Aug 2019 09:45
URI: https://eprints.worc.ac.uk/id/eprint/7922

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