Стратегии конструирования университетской идентичности в интернет-дискурсе : магистерская диссертация

2023

The work is dedicated to studying the communicative strategies used on university websites to shape their online identity. The materials used for this study are creolized texts found on the official websites of the Ural Federal University (Russia), the University of Strasbourg (France), and the University of Valencia (Spain). The object of research is computer-mediated communication on the official websites of universities. The aim of this research is to identify the most commonly used and effective communicative strategies and self-presentation tactics employed by universities to construct their own identity within the online discourse of their official websites. The first part of the work explores the necessary theoretical concepts, such as computer-mediated communication and online discourse. It then defines a portfolio of communicative self-presentation strategies for the purpose of searching and subsequent investigation, while highlighting the principles of creating a successful brand website. The second part of the work describes the criteria for selecting the universities under investigation and conducts an analysis of the texts published on two versions of each website (the English version and the version in the native language of the country where the university is located). Based on the results of this analysis, diagrams were compiled to demonstrate the differences in the application of various strategies between the two versions of each website. The analysis revealed that the most commonly used strategies, in terms of frequency, are those implemented through discourse dialogization, achieved by directly addressing the reader using personal pronouns, as well as strategies aimed at maintaining continuous interaction with the reader. The appendix includes tables containing parts of the texts illustrating the application of the researched communicative strategies.

Master's Thesis

Russian

б. и., 2023.

МАГИСТЕРСКАЯ ДИССЕРТАЦИЯ, УНИВЕРСИТЕТ, КОНСТРУИРОВАНИЕ ИДЕНТИЧНОСТИ, СТРАТЕГИЯ САМОПРЕЗЕНТАЦИИ, ТАКТИКА САМОПРЕЗЕНТАЦИИ, MASTER'S THESIS, UNIVERSITY, IDENTITY CONSTRUCTION, SELF-PRESENTATION STRATEGY, SELF-PRESENTATION TACTIC