ERIC Number: EJ1402658
Record Type: Journal
Publication Date: 2023
Pages: 19
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0218-8791
EISSN: EISSN-1742-6855
Academic Capitalization and Public Relations Communication in Higher Education: A Diachronic Genre Analysis of University Annual Reports in Hong Kong
Deng, Yi; Feng, Dezheng
Asia Pacific Journal of Education, v43 n4 p996-1014 2023
The academic capitalization in higher education has aroused much public attention with its impact on every aspect of universities. To survive in the market, universities in Hong Kong have been striving to build desirable images among stakeholders in public communication. Drawing upon critical genre theory and the notion of interdiscursivity, this study examines the annual reports of six universities in Hong Kong from academic year 1994/95 to 2015/16. Analysis shows that the genre of university annual reports is a hybridity of management discourse, reporting discourse, and public relation discourse. Such hybridity reflects the multi-facet nature of academic capitalization influenced by corporate values of managerialism, public accountability, promotionalization, and stakeholder orientation. The diachronic analysis indicates an increasing awareness of branding and public relations in university public communication. The study contributes to the previously overlooked research on university public relations communication, as well as to the understanding of academic capitalization and its development in Hong Kong.
Descriptors: Foreign Countries, Public Relations, Communication Strategies, Annual Reports, Universities, Accountability, Marketing
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Hong Kong
Grant or Contract Numbers: N/A