A Walk Through the Multimodal Landscape of University Websites

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61988987%3A17250%2F15%3AA1601ESO" target="_blank" >RIV/61988987:17250/15:A1601ESO - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
A Walk Through the Multimodal Landscape of University Websites
Original language description
The study provides an insight into the ways in which universities employ multimodal elements to advertise the academic experience, research-informed teaching and research results, thus attracting prospective students. Anchored in the methodology of genreanalysis and multimodal discourse analysis related to Hallidayan Systemic Functional Linguistics, the research focuses on the contribution of images - photographs and pictures - to the ideational, interpersonal and textual meanings conveyed by the websites to prospective students. The contrastive analysis revealed significant differences both in the form and the function of images between the British/American and the Czech sub-corpora suggesting the relevance of the social and cultural contexts for therealization and the establishment of genres. The development of web genres also seems to be significantly shaped by the progress of internet technologies and their growing affordances.
Czech name
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Czech description
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Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AI - Linguistics
OECD FORD branch
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Project
<a href="/en/project/EE2.3.20.0222" target="_blank" >EE2.3.20.0222: The Reinforcement of the Development of the Centre for Research in English and German Professional Discourse at University of Ostrava, Faculty of Arts</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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