Institutional Branding in Higher Education

Abstract

This paper presents a corpus-assisted discourse study (CADS) attempting to offer a linguistic analysis of the official King Faisal University Identity (KFUI) focusing on environmental sustainability and food security. To this end, it utilizes two tools of linguistic investigation, agency and interdisciplinarity, to offer an understanding of how this Saudi university is self-constructed in such a document and what implications such construction entails. The analysis reveals that KFU brands itself as a research-and investment-inviting academic institution with an interdisciplinary take on environmental sustainability. Such take signifies its connections to discourses on economy and technology, along with its commitment to prospective measures to be taken in light of KFUI.