Constructing Identity in Higher Education

Prospectuses. Approach to the Rhetoric of Excellence

Abstract

Taking a discursive approach to prospectuses of higher education institutions, this paper explores the way identity is constructed in this type of discourse envisaged as an instance of promotional discourse that displays a carefully weighed self-promotion strategy meant to build an image of academic excellence and professionalism for the institution. The study details the characteristics of this discourse genre using data from French, British, and American prospectuses. The findings shed light on the interactional, and argumentative devices which count as identity-building strategies meant to create and ensure the reception of the image intended by the institution. Means of referring, devices used to outline worth against competitors and argumentative practices employed to promote prestige and value of the institution are investigated.