국내 대학 웹사이트 ‘총장인사말’ 페이지에 재현된 대학의 담화적 정체성 연구
Identity representation of Korean university on ‘Welcoming message from the president’
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Korean higher education institutions are facing unprecedented pressure at the threshold of the 4th industrial era. In response, they are reflecting and re‐shaping their identities in order to innovate. This study aims to interpret how today’s Korean universities represent their identities in the ‘Welcoming Message from the President’ on their university websites. The linguistic messages and images of the pages are analyzed from the perspective of critical discourse analysis. The analysis results can be summarized in terms of field and tenor. First, the findings suggest that most of the universities view themselves as having led the country’s democratization and industrialization, and they are preparing for our future society. Since universities are an institution closely related to their host society, this research indicates that the institutions focus on social responsibilities required in the contemporary Korean society. Second, the results show that the trend towards internationalization in universities around the world is also influencing the identity shaping of Korean universities. The Korean university discourse is identified as more customer‑oriented than ever. These features are revealed in both linguistic messages and also images.
Abstract
Korean higher education institutions are facing unprecedented pressure at the threshold of the 4th industrial era. In response, they are reflecting and re‐shaping their identities in order to innovate. This study aims to interpret how today’s Korean universities represent their identities in the ‘Welcoming Message from the President’ on their university websites. The linguistic messages and images of the pages are analyzed from the perspective of critical discourse analysis. The analysis results can be summarized in terms of field and tenor. First, the findings suggest that most of the universities view themselves as having led the country’s democratization and industrialization, and they are preparing for our future society. Since universities are an institution closely related to their host society, this research indicates that the institutions focus on social responsibilities required in the contemporary Korean society. Second, the results show that the trend towards internationalization in universities around the world is also influencing the identity shaping of Korean universities. The Korean university discourse is identified as more customer‑oriented than ever. These features are revealed in both linguistic messages and also images.
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