Accentuating institutional brands: A multimodal analysis of the homepages of selected South African universities

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dc.contributor.authorMafofo, Lynn
dc.contributor.authorBanda, Felix
dc.date.accessioned2017-12-05T10:34:29Z
dc.date.available2017-12-05T10:34:29Z
dc.date.issued2014
dc.description.abstractIn seeking to disentangle themselves from the constraints of apartheid, South African universities have immersed themselves in an identity modification process in which they not only seek to redress the past, but also to reposition their identities as equal opportunity and non-racial institutions. In this paper, we investigate how the University of the Western Cape, the University of Cape Town and Stellenbosch University have used visual and verbal semiotics to re-design their identities on their homepages to appeal to diverse national and international clients. Using Multimodal Discourse Analysis (MDA), we show how the multi-semiotic choices work together on the homepages to give the universities differentiated, competitive, powerful and attractive brands. We conclude that the homepages blended cultural semiotic artefacts, historical, global and transformational discourses, and architectural landscapes to construct different brand identities that, in turn, rebrand the universities from edifices of apartheid education to equal opportunity institutions.en_US
dc.identifier.citationMafofo, L. & Banda, F. (2014). Accentuating institutional brands: A multimodal analysis of the homepages of selected South African universities. Southern African Linguistics and Applied Language Studies, 32(4): 417 � 432en_US
dc.identifier.issn1607-3614
dc.identifier.urihttp://dx.doi.org/10.2989/16073614.2014.997068
dc.identifier.urihttps://hdl.handle.net/10566/3296
dc.language.isoenen_US
dc.privacy.showsubmitterFALSE
dc.publisherTaylor & Francisen_US
dc.rightsThis is the author-version of the article published online at: http://dx.doi.org/10.2989/16073614.2014.997068
dc.status.ispeerreviewedTRUE
dc.subjectSouth Africaen_US
dc.subjectUniversitiesen_US
dc.subjectEqual opportunityen_US
dc.subjectNon-racialen_US
dc.subjectMulti-semioticen_US
dc.subjectBrand identitiesen_US
dc.titleAccentuating institutional brands: A multimodal analysis of the homepages of selected South African universitiesen_US
dc.typeArticleen_US

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