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Branding and Discourse in Higher Education: A comparative study of digital prospectuses of Lund University (LU) and University College London (UCL)
Malmö universitet, Fakulteten för kultur och samhälle (KS), Institutionen för konst, kultur och kommunikation (K3).
2021 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 14 hpStudentuppsats (Examensarbete)
Abstract [en]

This study applied David Aaker’s Brand Identity Theory (1996) to analyse the discourse of university prospectuses presented by Lund University (LU) and University College London (UCL). Norman Fairclough’s three-dimensional model of CDA (2001) was used to analyse the three levels of discourse. Michael Halliday’s systematic functional grammar (SFG) (2014) was employed as minor theory to explore the linguistics features that these universities use to present their brand identities in the first part of the research. The second part of the research compared the brand identities of these universities and the possible social implications that may emerge. The analysis revealed that these universities use linguistics and discursive strategies to present their brand identities. These linguistics and discursive strategies were namely material and relational process as well as adjectives, lexical units, modality, and synthetic personalization. The main difference between the universities’ brand identities was seen in the way UCL actively tries to build a close relationship with prospective students through language while LU maintains a more impersonal style throughout the prospectus.

Ort, förlag, år, upplaga, sidor
2021. , s. 29
Nyckelord [en]
branding, english, linguistics, education
Nationell ämneskategori
Humaniora och konst
Identifikatorer
URN: urn:nbn:se:mau:diva-43985OAI: oai:DiVA.org:mau-43985DiVA, id: diva2:1571232
Utbildningsprogram
KS K3 English studies
Handledare
Examinatorer
Tillgänglig från: 2021-06-23 Skapad: 2021-06-22 Senast uppdaterad: 2021-06-23Bibliografiskt granskad

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Av författaren/redaktören
Vu, Hoang Phuong Linh
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Institutionen för konst, kultur och kommunikation (K3)
Humaniora och konst

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Totalt: 370 träffar
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