Marketisation of Higher Education: A Genre Analysis of University Prospectuses in Pakistan

Autor/in	Shahnaz, Ambreen
Titel	Marketisation of Higher Education: A Genre Analysis of University Prospectuses in Pakistan
Quelle	In: Higher Education Quarterly, 76 (2022) 3, S.653-670 (18 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Shahnaz, Ambreen)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0951-5224
DOI	10.1111/hequ.12334
Schlagwörter	Marketing; Higher Education; Universities; Position Papers; Foreign Countries; Institutional Advancement; Language Styles; Advertising; Tourism; Administration; Global Approach; Reputation; Pakistan + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; University; Universität; Positionspapier; Ausland; nicht übertragen; Sprachstil; Werbung; Tourismus; Verwaltung; Globales Denken
Abstract	The marketisation of higher education is a global phenomenon in the new millennium as the universities are facing intense competition to manage their financial resources and maintain their academic growth and reputation. Pakistan is also influenced by the globalisation of higher education. In this context, this study is a genre analysis of the introductory pages of prospectuses of Pakistani universities. Through Bhatia's model of Applied Genre Analysis, a six-move generic structure has been identified in the introductory pages of prospectuses to establish it as a complex hybrid promotional genre. The most significant communicative purposes are welcoming, informing, and persuading. The universities appear to borrow discourse from genres like accounts, advertisements, management, and the tourist industry. The analysis reveals that marketisation is deeply rooted in today's higher education in Pakistan. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01