A Comparative Analysis of University English Homepages in S. Korea From a Multimodal Discourse Perspective
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This study aims to examine from a multimodal discourse perspective what university English homepages in South Korea represent and how they communicate with non-Korean language readers. Specifically, it analyzes what content they focus on and what visual and verbal resources are selected to constitute the contents. A sample for this study is composed of ten Korean universities (five national universities and five private universities). The multimodal analysis results show that the homepages allocate a big portion of their main screens to school rankings and research results through their content organization and the presentation of semiotic modes such as language and image. Also, when two types of university, national and private ones, are compared, the private universities can be characterized as more userfriendly than the public in terms of how they deliver their representation.
Abstract
This study aims to examine from a multimodal discourse perspective what university English homepages in South Korea represent and how they communicate with non-Korean language readers. Specifically, it analyzes what content they focus on and what visual and verbal resources are selected to constitute the contents. A sample for this study is composed of ten Korean universities (five national universities and five private universities). The multimodal analysis results show that the homepages allocate a big portion of their main screens to school rankings and research results through their content organization and the presentation of semiotic modes such as language and image. Also, when two types of university, national and private ones, are compared, the private universities can be characterized as more userfriendly than the public in terms of how they deliver their representation.
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