A Multimodal Discourse Analysis of Ideological Identity Endorsed on the University's Homepages

Abstract

Whilst a plethora of research has taken into account the exertion of website homepages as a conduit for effectively conveying information, it is acknowledged that the matter of ideological values and how these ideals are manifested through such digital communication media has been somewhat overlooked. Thus, the research at hand attempts to go over how the university advertises its ideological construal on its homepages by way of the adoption of multiple modes, involving both linguistic and aesthetic dimensions, and video. In this investigation, multimodal approaches encapsulated by Kress (2010) and Pauwels (2012) were employed to address the ideological values through visual components on the university homepages. Drawing from the attainable data, the university's homepage is crafted utilizing two fundamental categories of semiotic methods such as a combination of visual and textual elements, as well as video to reinforce the aesthetic, nevertheless, it neglects to incorporate any semiotic resource that places particular emphasis on visual components. The strategic utilization of diverse multiple modalities of communication on the homepage has effectively promoted an array of constructive ideological ideals that hold significant worth for stakeholders and the public, considering the pivotal role that universities play in shaping societal beliefs and perspectives.