대한언어학회 전자저널

Kim, Jeong Eun & Uhm, Chul Joo. (2018). How universities in Korea and the US position themselves in brochures. The Linguistic Association of Korea Journal, 26(2), 61-86. The purpose of this study is to identify the position of universities in Korea and the US in university brochures and compare the similarities and differences in their relationships with students. The investigation focuses on describing and interpreting linguistic features by using transitivity analysis. The results indicate that the US university brochures (UUBs) stake out their universities positions as service providers who try to create conversational atmospheres and equal relationships with students. The universities and the students are both key actors in the UUBs. On the other hand, universities in Korean university brochures (KUBs) take on the role of introducers of future careers. They promote students career paths or career possibilities. The lead actor here in KUBs is the university. The main difference can be construed from the historical and cultural backgrounds of the establishments which reflect the present roles of universities in the US and Korea.

# marketization of higher education # university brochures

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