HIGHER EDUCATION DISCOURSE: CHANGES IN THE USE OF VERBAL AND VISUAL DEVICES IN CROATIAN UNIVERSITY SELF-PRESENTATION

IF 0.1 0 HUMANITIES, MULTIDISCIPLINARY Folia Linguistica et Litteraria Pub Date : 2023-01-31 DOI:10.31902/fll.44.2023.3
Daniela Matić
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Abstract

In this paper, we wanted to establish whether the higher education discourse in Croatia has shifted from the practice of self-presenting and foregrounding the quality of universities and positioning them within society, to new discursive practices with language devices used in marketing or advertising industries targeted at prospective students, with a view of persuading them to buy a certain service. As stated in Osman, the role of a university used to be educating and forming knowledgeable people and thinkers who would help change the world. However, this role started to change towards the end of the 20th century, especially in Western countries, as their governments gradually reduced financing for public universities, which forced these institutions to find other sources of income. Therefore, a different approach toward prospective students was required. This research and its results have demonstrated that, over the years, the University of Split has changed not only the mode of presenting information but also the mode of self-promotion in order to shape its public role and to attract students and, in so doing, increase its financial means. Its academic merits, its roles in setting scientific or artistic standards, or in providing a critique of social, economic or political processes were disregarded or ignored, in favour of a new identity as a service provider packaging education with new life experiences. At both levels, the verbal and the visual, the University was no longer represented as an academic institution which controlled processes and people. The results also showed that it had turned to a more pronounced use of a promotional discourse and the discursive practice of marketing, while simultaneously reducing the informativeness of its prospectuses. However, we cannot say that the University in question was engaged in serious marketization, especially when we compare our study with the results obtained by other researchers, who have elaborated on various significant promotional discursive practices at the universities they studied, some of which even function as enterprises. However, the trend is noticeable. Fairclough’s claim that discourse and society are inextricably intertwined is here confirmed, as social change has been reflected in the semiotic representations of academic institutions. These discourse shifts, which are interdiscursive examples of promotional activities, could impact on the professional role of universities in society and mark the beginning of a more extensive higher education marketization and consequently, of the use of market-oriented discursive practices.
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高等教育话语:克罗地亚大学自我展示中言语和视觉手段使用的变化
在这篇论文中,我们想确定克罗地亚的高等教育话语是否已经从自我展示和突出大学质量并在社会中定位的实践,转变为在营销或广告行业中针对未来学生使用语言手段的新话语实践,以期说服他们购买某种服务。正如奥斯曼所说,大学的作用曾经是教育和培养知识渊博的人和思想家,帮助改变世界。然而,这种角色在20世纪末开始发生变化,尤其是在西方国家,因为它们的政府逐渐减少了对公立大学的资助,这迫使这些机构寻找其他收入来源。因此,需要对未来的学生采取不同的方法。这项研究及其结果表明,多年来,斯普利特大学不仅改变了提供信息的模式,还改变了自我宣传的模式,以塑造其公众角色,吸引学生,并以此增加其财政手段。它的学术价值、在制定科学或艺术标准方面的作用,或在对社会、经济或政治进程进行批判方面的作用都被忽视或忽视了,取而代之的是作为一个服务提供者的新身份,将教育与新的生活体验相结合。在语言和视觉两个层面上,大学不再是一个控制过程和人员的学术机构。研究结果还表明,它已经转向更明显地使用促销话语和市场营销的话语实践,同时降低了招股说明书的信息性。然而,我们不能说这所大学参与了严重的市场化,尤其是当我们将我们的研究与其他研究人员获得的结果进行比较时,他们详细阐述了他们研究的大学的各种重要的促进性话语实践,其中一些大学甚至起到了企业的作用。然而,这一趋势是显而易见的。费尔克劳夫关于话语和社会密不可分的说法在这里得到了证实,因为社会变革已经反映在学术机构的符号学表征中。这些话语转变是促进活动的交叉例子,可能会影响大学在社会中的专业角色,并标志着更广泛的高等教育市场化的开始,从而标志着市场化话语实践的使用。
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来源期刊
Folia Linguistica et Litteraria
Folia Linguistica et Litteraria HUMANITIES, MULTIDISCIPLINARY-
CiteScore
0.10
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0.00%
发文量
29
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