The pragmatics of promotional features and discourse strategies in postgraduate school prospectus in Nigeria

This paper extends the frontier of research in the marketisation of higher education institution by investigating the pragmatics of promotional features and discourse strategies in the postgraduate school prospectus. The data for the study is the University of Ibadan postgraduate school prospectus (...

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Bibliographic Details
Published in:	Crossroads (Białystok, Poland) no. 1 (32); pp. 4 - 15
Main Authors:	Oke, Felix Bayode, Olajimbiti, Ezekiel Opeyemi
Format:	Journal Article
Language:	English
Published:	Wydział Filologiczny Uniwersytetu w Białymstoku 2021 Faculty of Philology at the University of Bialystok Faculty of Philology, University of Bialystok
Subjects:	commodification, marketisation, genre analysis, promotional features, evocation to considerateness Descriptive linguistics Higher Education Marketing / Advertising evocation to considerateness marketisation genre analysis commodification promotional features
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Summary:	This paper extends the frontier of research in the marketisation of higher education institution by investigating the pragmatics of promotional features and discourse strategies in the postgraduate school prospectus. The data for the study is the University of Ibadan postgraduate school prospectus (2015 edition) downloaded from the university website (http://www.postgraduateschool.ui.edu.ng). Insights were drawn from Bhatia’s genre analysis, an aspect of Hallidayian’s Systemic Functional Linguistics, for the analysis. The theory accounts for promotional features, linguistic features and discourse strategies in the discourse. Four promotional features: offer, commodification, incentives and clients were marked off by modality, epistemic and deontic linguistic features while strategies of self-promotion, implication, promotional tact and evocation to considerateness are tactfully employed to project the superiority ideology to the prospective students. The study concludes that the academia is no longer solely informative but promotionally oriented.
ISSN:	2300-6250 2300-6250
DOI:	10.15290/CR.2021.32.1.01