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This article is a contribution to the existing debate about the marketization of higher education and offers a detailed study of the way the practices of marketization manifest themselves at the level of discourse in higher education. Taking its point of departure in Critical Discourse Analysis and using a text-driven procedure for genre analysis, the article describes and analyses the international student prospectus as an instance of a highly promotional genre which clearly reflects the values and forces of the free market. The article contains two analyses. The first analysis compares four instances of the international student prospectus genre from Finland, Scotland, Australia and Japan and tries to establish genre membership and genre characteristics by considering the overall text structure, and by looking for similarities in content and `rhetorical moves'. The second analysis is an in-depth analysis of the language use in the international student prospectus from the University of Stirling, Scotland. This analysis pays particular attention to the way the rhetorical moves and visual and lexico-grammatical features in the text are used to represent the two main participants in the text: the university and its (potential) students. Both analyses show that the student prospectus is trying to construct an image of the University of Stirling and its students which goes hand in hand with the new trend in higher education — namely that of offering innovative products to `demanding' clients on the look-out for the best possible `university experience'.

PurposeThe purpose of this paper is to account for the genre characteristics of non‐linear, multi‐modal, web‐mediated documents. It involves a two‐dimensional view on genres that allows one to account for the fact that digital genres act not only as text but also as medium.Design/methodology/approachThe theoretical framework of the article is the Swalesian genre theory used in academic settings all over the world to investigate the relationship between discourse and social practice and to teach genre conventions to students of language and communication. Up till now most genre research has focused on the characteristics of “printed” texts, whereas less has been done to apply the genre theory to digital genres.FindingsThe article discusses the characteristics of digital genres, notably the media constraints that have a significant effect on the production and reception of digital genres and suggests an extension of the Swalesian genre model that takes the digital characteristics into account.Research limitations/implicationsThe suggestion for a revised genre model is not based on an extensive empirical study of various types of web sites. The observation is restricted to a limited number of commercial web sites.Originality/valueThe article proposes new insights into the concept of genre adapting traditional models of genre theory to web‐mediated texts. A revised two‐dimensional genre model incorporating media elements into the concept of genre thus takes account of the particular characteristics of the navigation and reading elements of web‐mediated genres.

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The purpose of this article is to consider the gender imbalance at top management level from a discourse analytical perspective. More specifically, it investigates the language of 39 Danish top executive job advertisements and considers which leadership identities are projected as desirable or necessary. This is done by carrying out two interlinked studies: a semantic field analysis of the sections in the job advertisements describing the leadership traits of the ideal candidate (Study 1) and a study of MBA students' responses to extracts from the advertisements as far as gender is concerned (Study 2). Semantic field analysis reveals that all the job advertisements are genderbiased and that most traits described in the advertisements are associated with traditional or stereotypical masculine attributes. Study 2 confirms this finding, as respondents (MBA students) assign a masculine identity to the vast majority of the extracts from the job advertisements.