Examining the Commercialization of Higher Education: A Critical Discourse Analysis of Business School Undergraduate Admissions Brochures

نوع المستند : العلوم الانسانیة الأدبیة واللغات

المؤلفون

1 معهد العبور العالى للادارة والحاسبات ونظم المعلومات

2 معهد العبور العالي للإدارة والحاسبات ونظم المعلومات

المستخلص

Influenced by promotional culture, the commercialization of higher education has become a prevailing trend. To delve into how promotional culture affects university discourse practices, this study employs Fairclough’s three-dimensional discourse analysis theory. It analyzes texts, discursive practices, and social practices in the undergraduate admissions prospectuses of various business schools in Egypt. The findings reveal that these institutions use first-person and second-person pronouns to create a sense of closeness with readers. Additionally, they frequently use evaluative adjectives and superlative forms to highlight the quality of their education, making their services more appealing. Private schools, in particular, emphasize their beautiful campus environments to boost competitiveness. Syntactically, these prospectuses resemble advertising discourse, using short sentences, phrases, pictures, and colors to leave a strong impression quickly. Socially, these schools promote their international education to align with market demands. Private schools, in particular, emphasize their beautiful campus environments to boost competitiveness. Syntactically, these prospectuses resemble advertising discourse, using short sentences, phrases, pictures, and colors to leave a strong impression quickly. Socially, these schools promote their international education to align with market demand

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