Semiotic analysis of university prospectuses in Pakistan: marketization, identity, and power dynamics

Abstract

ABSTRACT Inspired by neoliberalism, the marketization of higher education is being increasingly used by universities to sustain and grow amid intense competition and shrinking public funding. This paper presents a semiotic analysis of prospectuses of prominent Pakistani universities to help understand how the pressure of marketization has influenced and shaped the discursive practices of Pakistani universities and how that has, in turn, changed the identity, status, and relationship of the major stakeholders, i.e. the university and the students. Using Kress and Van Leeuwen’s model for semiotic analysis, the results reveal that even though marketization practices are evident in university prospectuses, the hierarchy within the stakeholders has changed little. The higher authorities and majestic buildings continue to take major space in prospectuses and are held at a higher pedestal while students continue to be underrepresented and are shown not vested with any powers. This conforms to the cultural norms of Pakistani society which readily accepts authority, high power distance, and hierarchy. Overall, the implications of this study provide valuable insights for international educators, policymakers, and researchers interested in understanding the complex interplay between marketization, visual representation, and power dynamics in higher education institutions worldwide .