A Multimodal Discourse Analysis of Ideological Identity on the University's Homepages

The proliferation of interactive methods for meaning-making, coupled with the increasing prevalence of the Internet as a widely accepted communication medium, has markedly transformed the role of the university homepage into a substantial promotional instrument for showcasing the institution's identities. Against this occurrence, this study endeavors to elucidate how the university multimodally endorses its personas through homepage-mediated communication, along with the rationale underlying their utilization in the meaning construction. For these purposes, a multimodal discourse analysis was leveraged to arrive at an in-depth grasp of how meanings are relayed through various categories of data, which were in general partitioned into two distinct modes; textual and visual. The visual variables such as images, layout, music, gesture, and other relevant spatial modalities were explored by adopting Kress’ approach and Pauwels’ framework. In addition, the linguistic modes were examined through the lens of a discourse analysis method developed by van Dijk, encompassing semantic, lexicon, form, and rhetorical considerations. The findings accentuated that the university, via its homepage, deliberately involved varied semiotic components, such as written, visual, and audio-visual materials to convey its ideological stance. The strategic utilization of diverse multiple modalities of communication on the university's homepage has effectively promoted an array of constructive ideological ideals that hold significant worth for stakeholders and the public, considering the pivotal role that universities play in shaping societal beliefs and perspectives.