Discourse Analysis in Language Studies
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Abstract
Abstract
This research aims to explore the multimodal discourse strategies that are carried out by the selected Public and Private Universities in Lahore, Pakistan with a review of their official websites. In the digital academic world, the university websites have proven to be more than the sources of information but as a medium of classifying and shaping the university identity. The study uses Multimodal Discourse Analysis (MDA) which is based on frameworks of Kress and van Leeuwen (2006) on the visual analysis and works of Norman Fairclough (1995) on the Critical Discourse Analysis (CDA) at textual analysis to study the process of materializing different modes of semiotic (text, image, layout, color, and font) and how all of them create the institutional ethos to students. The analysis is based on three sections of selected websites to analyze how all these pages are designed to convey trust, professionalism, inclusivity and academic excellence. To evaluate eight universities four public and four private the comparative approach is used. The results indicate convergence and divergence in multimodal approach in public and private universities. Whereas in the case of the public universities, practices are more traditional and authority-oriented by using formal words in various ways with addition to design, in the case of the private universities, they are focused on the branding, innovation, and global connections with the implementation of high-resolution images, scenery, and appeal word use. The research demonstrates the ideological functionality of multimodal components engaged in institutional identities and engaging to the target audiences of a particular type. The study has a contribution to the development of multimodal analysis of discourse in South Asia in the higher education context. Keywords: Multimoda Discourse Analysis, Websites, Universities
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@article{Saleem2026MULTIMODAL,
title = {MULTIMODAL DISCOURSE ANALYSIS OF WEBSITES OF SELECTED PUBLIC SECTOR UNIVERSITIES AND PRIVATE UNIVERSITIES IN LAHORE},
author = {Mariam Saleem and Amna Tariq},
journal = {Applied Linguistics Research Review},
year = {2026},
url = {http://arlreview.com/index.php/03/article/view/63}
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