Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses

Abstract

ABSTRACT To survive amid fierce competition and reduced government funding, educational institutions struggle at various levels, from launching programs to publicizing them. Consequently, the promotional content they produce has changed over the years in many countries. This study investigated whether these neo-liberal trends have impacted the discourse of Pakistani universities’ promotional content, especially the interpersonal relationship between the prospective students and the university. Incorporating Halliday's Functional Grammar with a Critical Discourse Analytical perspective, the textual analysis of the interpersonal meta-function of language reveals that the universities predominantly employ declarative to realize the speech function of a statement; thus, conveying information without generating an imagined dialogue with the students. Following this, imperatives are used to perform the illocutionary function of offer and in rare cases conditional, optative and question statements. The results also established that the universities employ modalities and modulations sparingly which accounts for the text producers’ preference for conveying their propositions in the form of facts, hence leaving no scope for the reader to form his/her opinion. The infrequent use of pronouns in Pakistani universities leads to a lack of liveliness and affinity in writing. The textual analysis reveals that the universities uphold a manifest distance from potential students.