Websites as promoters of academic advancement: A multimodal stylistic analysis of two Anglophone universities

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Pages: 181-197
DOI: https://doi.org/10.54664/MAFE3648

Abstract:

This paper investigates how US and British universities promote their international branding through various techniques presented on their respective websites. The study aims to identify these techniques, evaluate their promotional impact, and examine their implications. To achieve this, it reviews relevant studies and theories, formulates research questions, selects two universities, adopts an analytical model, analyses the data, and draws conclusions. Based on an analysis of ten images from the websites of two Anglophone universities, the study finds that the sites employ various techniques, particularly graphic and visual elements such as videos, photographs, and background images, to broaden the institutions’ international presence and promote their achievements. Based on these findings, the paper offers several recommendations to support university internationalisation and suggests topics for future research.

Keywords:

Academic promotion, University internationalization, Higher education marketization, Anglophone universities, Website analysis, Multimodality, Stylistics.

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