The present study explored the discourses adopted by the Kazakhstani universities to represent their organisational identity. It analysed the information of 30 Kazakhstani universities as found in their websites. It then compared Kazakhstani universities with their UK and US counterparts. These data revealed the discourses created by Kazakhstani universities to represent their organisational identity, and the socioeconomic factors that influenced them. A corpus-assisted discourse analysis was conducted by identifying the key semantic domains and keywords of Kazakhstani universities. Furthermore, the identified key semantic domains and keywords were analysed in detail utilising concordance analysis. In addition to the academic discourse; the organisational identity of Kazakhstani universities, involved marketing, change and managerial discourses. Kazakhstani universities construct their identity with an international outlook. The findings showed that the global trend in the marketisation of universities is relevant for Kazakhstani universities.

The current study is about the discourse analysis of Kazakhstani pedagogical universities identity presented in the official websites of the universities. Latest educational reforms made pedagogical universities to reconsider their identity to be sure that they are following the trend. This research attempts to understand what pedagogical universities are, how they are transforming through the discourse they created in their websites. 7 specialized and biggest pedagogical universities in Kazakhstan were chosen to investigate. The results of the study showed that universities are tent to prescribe the best qualities by marking themselves using strong adjectives and strong nominalization. Another commonality among universities was that all of them show clear difference between classical education and modern educational development and they want to take both of them.