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| Autor/inn/en | Xie, Chaoqun; Teo, Peter |
|---|---|
| Titel | Institutional self-promotion: a comparative study of appraisal resources used by top- and second-tier universities in China and America. |
| Quelle | In: Higher education, 80 (2020) 2, S. 353-371Infoseite zur Zeitschrift
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | online; gedruckt; Zeitschriftenaufsatz |
| ISSN | 0018-1560; 1573-174X |
| DOI | 10.1007/s10734-019-00483-4 |
| Schlagwörter | Auslandsbeziehungen; Wettbewerb; Hochschule; Ausland; China; USA |
| Abstract | Self-promotion is a ubiquitous institutional practice of universities worldwide. It serves a variety of high-priority institutional purposes such as vying for a pre-eminent position in university league tables, recruiting students and academics, attracting governmental and private funds, and seeking university-business cooperation opportunities. Central to self-promotion is the role that language plays. Previous studies have conducted linguistic analyses to uncover universities' promotional strategies. However, few have examined how universities appraise themselves from a cross-cultural and cross-tier perspective. Drawing on a discourse analysis approach, this study examined how 160 top- and second-tier Chinese and American universities appraised themselves in the About Us texts on their official websites. Cross-country and cross-tier comparisons were conducted by determining the frequencies of specific appraisal resources and performing a close analysis of the functions and features of these resources. The findings revealed significant cross-country and cross-tier differences in the ways the universities project and position themselves to their stakeholders. These differences are discussed against the backdrop of particular socio-cultural, socio-political, and socio-economic factors that constitute the ecologies of higher education. (HRK / Abstract übernommen). |
| Erfasst von | Hochschulrektorenkonferenz, Bonn |
| Update | 2021/1 |
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