Images of Research and Scholarship in a University Promotional Brochure in the Era of Marketization and Audit Culture

Andersson, Helén; Machín, David

doi:10.1007/978-94-6209-857-2_15

Pedagogy and Edusemiotics

2014

DOI: 10.1007/978-94-6209-857-2_15

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Images of Research and Scholarship in a University Promotional Brochure in the Era of Marketization and Audit Culture

Helén Andersson

David Machín

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Cited by 4 publications

References 24 publications

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Academic capitalization and public relations communication in higher education: a diachronic genre analysis of university annual reports in Hong Kong

Deng

2021

Asia Pacific Journal of Education

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The academic capitalization in higher education has aroused much public attention with its impact on every aspect of universities. To survive in the market, universities in Hong Kong have been striving to build desirable images among stakeholders in public communication. Drawing upon critical genre theory and the notion of interdiscursivity, this study examines the annual reports of six universities in Hong Kong from academic year 1994/95 to 2015/16. Analysis shows that the genre of university annual reports is a hybridity of management discourse, reporting discourse, and public relation discourse. Such hybridity reflects the multi-facet nature of academic capitalization influenced by corporate values of managerialism, public accountability, promotionalization, and stakeholder orientation. The diachronic analysis indicates an increasing awareness of branding and public relations in university public communication. The study contributes to the previously overlooked research on university public relations communication, as well as to the understanding of academic capitalization and its development in Hong Kong.

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Academic capitalization and public relations communication in higher education: a diachronic genre analysis of university annual reports in Hong Kong

Deng

2021

Asia Pacific Journal of Education

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Tradition, modernity, and the visual representation of “leftover women” in the English language news media in China

Coffie

Deng

2022

Feminist Media Studies

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Creating the “University experience”: promotional and multimodal video productions in Scandinavian higher education

Sataøen,

Lövgren,

Neby

2023

Nordic Journal of Studies in Educational Policy

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Images of Research and Scholarship in a University Promotional Brochure in the Era of Marketization and Audit Culture

Cited by 4 publications

References 24 publications

Academic capitalization and public relations communication in higher education: a diachronic genre analysis of university annual reports in Hong Kong

Academic capitalization and public relations communication in higher education: a diachronic genre analysis of university annual reports in Hong Kong

Tradition, modernity, and the visual representation of “leftover women” in the English language news media in China

Creating the “University experience”: promotional and multimodal video productions in Scandinavian higher education

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