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Title:
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Higher education as a marketable product. A critical discourse analysis of universities’ persuasive strategies to recruit students
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Author:
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Goñi Guembe, Paula
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Other authors:
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Cots Caimons, Josep Maria; Universitat de Lleida. Facultat de Lletres |
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Notes:
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The new capitalist market economy is invading most of the spheres in our society and
education is no exception. This paper attempts to begin to explore the impact of this
social change on higher education through the review of literature available on four
main research strands: the new capitalism, persuasive discourse, marketization in higher
education, and Critical Discourse Analysis. A sample comparative critical discourse
analysis of Cardiff University (CU) and the University of Lleida (UdL) websites is also
made in order to examine two specific cases in which higher educational institutions
adopt particular strategies to recruit international students. The results seem to confirm
the initial hypothesis based on my experience as a student at both universities: CU may
be more attractive than the UdL for international students because it uses more effective
marketing strategies on its website. The study confirms that universities’ discourse
reflects the current transformation of higher education into a marketable product. |
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Subject(s):
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-Persuasive discourse
-Marketization of higher education
-Advertising strategies
-Mercantilisme
-Universitats
-Ensenyament
-Tecnologia de la informació |
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Rights:
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cc-by-nc-nd
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
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Document type:
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bachelorThesis |
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