Discourse Analysis of Organizational Identity Presented by Pedagogical Universities of Kazakhstan

Abstract

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.