The rhetorical structure of marketisation in selected emails of tertiary institutions
Publikation: Beiträge in Sammelwerken › Kapitel › begutachtet
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Transformation of Higher Education Through Institutional Online Spaces. Hrsg. / Rotimi Taiwo; Bimbola Idowu-Faith; Simeon Ajiboye. IGI Global Publishing, 2023. S. 110-126.
Publikation: Beiträge in Sammelwerken › Kapitel › begutachtet
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TY - CHAP
T1 - The rhetorical structure of marketisation in selected emails of tertiary institutions
AU - Olajimbiti, Ezekiel Opeyemi
AU - Dada, Samuel Ayodele
N1 - Publisher Copyright: © 2023, IGI Global. All rights reserved.
PY - 2023/7/11
Y1 - 2023/7/11
N2 - The marketization of higher education, which is becoming competitive due to the growing number of tertiary institutions, has attracted the attention of scholars. Previous studies have focused on promotional strategies in institutions' websites, prospectuses, and social media, while little attention has been paid to promotional emails. This study, therefore, complements existing studies by examining the rhetoric in promotional emails of tertiary institutions within the context of student enrollment. The data includes 80 emails sent by 20 higher education institutions to prospective students and were subjected to discourse analysis using Bhatia's genre analysis. The findings reveal three move structures: self-promotion, incentive, and invitation through rhetorical strategies of the institution's achievements, scholarship opportunities, and event participation using linguistic resources that indicate intentions to persuade potential applicants. The findings show how tertiary institutions attempt to build friendly relationships with prospective students through persuasion.
AB - The marketization of higher education, which is becoming competitive due to the growing number of tertiary institutions, has attracted the attention of scholars. Previous studies have focused on promotional strategies in institutions' websites, prospectuses, and social media, while little attention has been paid to promotional emails. This study, therefore, complements existing studies by examining the rhetoric in promotional emails of tertiary institutions within the context of student enrollment. The data includes 80 emails sent by 20 higher education institutions to prospective students and were subjected to discourse analysis using Bhatia's genre analysis. The findings reveal three move structures: self-promotion, incentive, and invitation through rhetorical strategies of the institution's achievements, scholarship opportunities, and event participation using linguistic resources that indicate intentions to persuade potential applicants. The findings show how tertiary institutions attempt to build friendly relationships with prospective students through persuasion.
KW - Literature studies
UR - http://www.scopus.com/inward/record.url?scp=85167706512&partnerID=8YFLogxK
U2 - 10.4018/978-1-6684-8122-6.ch007
DO - 10.4018/978-1-6684-8122-6.ch007
M3 - Chapter
AN - SCOPUS:85167706512
SN - 9781668481226
SN - 9781668481264
SP - 110
EP - 126
BT - Transformation of Higher Education Through Institutional Online Spaces
A2 - Taiwo, Rotimi
A2 - Idowu-Faith, Bimbola
A2 - Ajiboye, Simeon
PB - IGI Global Publishing
ER -