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ERIC Number: EJ1261374
Record Type: Journal
Publication Date: 2020-Aug
Pages: 19
Abstractor: As Provided
ISSN: ISSN-0018-1560
Institutional Self-Promotion: A Comparative Study of Appraisal Resources Used by Top- and Second-Tier Universities in China and America
Xie, Chaoqun; Teo, Peter
Higher Education: The International Journal of Higher Education Research, v80 n2 p353-371 Aug 2020
Self-promotion is a ubiquitous institutional practice of universities worldwide. It serves a variety of high-priority institutional purposes such as vying for a pre-eminent position in university league tables, recruiting students and academics, attracting governmental and private funds, and seeking university-business cooperation opportunities. Central to self-promotion is the role that language plays. Previous studies have conducted linguistic analyses to uncover universities' promotional strategies. However, few have examined how universities appraise themselves from a cross-cultural and cross-tier perspective. Drawing on a discourse analysis approach, this study examined how 160 top- and second-tier Chinese and American universities appraised themselves in the "About Us" texts on their official websites. Cross-country and cross-tier comparisons were conducted by determining the frequencies of specific appraisal resources and performing a close analysis of the functions and features of these resources. The findings revealed significant cross-country and cross-tier differences in the ways the universities project and position themselves to their stakeholders. These differences are discussed against the backdrop of particular socio-cultural, socio-political, and socio-economic factors that constitute the ecologies of higher education.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: China; United States
Grant or Contract Numbers: N/A