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2011 - 55th Annual Conference of the Comparative and International Education Society Words: 342 words || 
1. Orkodashvili, Mariam. "Language of university websites and college choice" Paper presented at the annual meeting of the 55th Annual Conference of the Comparative and International Education Society, Fairmont Le Reine Elizabeth, Montreal, Quebec, Canada, Apr 30, 2011 <Not Available>. 2019-08-22 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Background
Gaining access to higher education requires that individuals have access to information.
The multiple modes of language on college and university Web sites reveal the nature of sociocultural relationships between texts and society.

The purpose of this study is to gain a deeper understanding of the discourse, language in use, on college and university Web sites. To date, no such study has attempted to use Critical Discourse Analysis (CDA) theoretically or methodologically to study the language and power relationships on college and university Web sites as they pertain to college access and choice.
This study aims to gain a fuller understanding of how the language creates identities and relationships that are embedded within the texts of higher education institutions’ Web sites and ultimately how the discourse influences the college-choice process.

Theoretical framework
Fairclough (1998) argues that through the close, careful study of language we are able to better understand how relationships, structures, and processes negatively affect those who are marginalized.
Virtually, no existing research examines the role of media, specifically the Internet, in-depth in the college-choice process (Perna, 2004).

This study focuses on types of discourses active on college and university Web sites and revolves around the following question: How do institutions represent themselves through language, image, and identities they create?
The study uses the websites of five universities: UC Berkeley, Michigan State University, UCLA, Belmont University, and Pennsylvania State University to analyze the data. The paper analyses the websites of univerities in developing countries for comparative analysis.

The rationale for the choice of the above sample is based in the college choice literature where McDonough (1997) finds that of the many factors individuals use to make a decision about which college to attend, academic quality and excellence weighs into the equation.
The present study analyses the webs and the way they create the images of excellence through verbal and non-verbal means. The study finds that the perceptions and visualization of ‘excellence of academia’ varies to fit the mission of each university and cater for various cultures, however, it also identifies certain universal features of the concept.

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