From image to identity icon: Discourses of organizational visual identity on Australian university homepages

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11320%2F25%3A8FNX36VX" target="_blank" >RIV/00216208:11320/25:8FNX36VX - isvavai.cz</a>

Výsledek na webu

<a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85191068930&doi=10.1177%2f17504813241241662&partnerID=40&md5=36903935e417cc044069902724e243e5" target="_blank" >https://www.scopus.com/inward/record.uri?eid=2-s2.0-85191068930&doi=10.1177%2f17504813241241662&partnerID=40&md5=36903935e417cc044069902724e243e5</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1177/17504813241241662" target="_blank" >10.1177/17504813241241662</a>

Jazyk výsledku

angličtina

Název v původním jazyce

From image to identity icon: Discourses of organizational visual identity on Australian university homepages

Popis výsledku v původním jazyce

This article explores how universities construe organizational identities and engage digital audiences through images on web homepages. Combining visual content analysis and a discourse-analytic approach informed by social semiotics, I interpret the discourses of identity in 400 images from organizational homepages of four top-tier public universities in Sydney, Australia – University of Sydney, University of New South Wales, University of Technology Sydney, and Macquarie University. Based on the social semiotic interpretation of images, I identify eight identity icons, each deploying a combination of semiotic resources to represent a specific organizational identity. The analysis suggests that universities prioritize featuring people, which results in an augmented sense of social presence on the homepage. Lastly, four identified strategies for digital audience engagement in images – proximation, alignment, equalization, and subjectivation – point to how these are instrumental in representing university life as both individual and shared experiences. © The Author(s) 2024.

Název v anglickém jazyce

From image to identity icon: Discourses of organizational visual identity on Australian university homepages

Popis výsledku anglicky

This article explores how universities construe organizational identities and engage digital audiences through images on web homepages. Combining visual content analysis and a discourse-analytic approach informed by social semiotics, I interpret the discourses of identity in 400 images from organizational homepages of four top-tier public universities in Sydney, Australia – University of Sydney, University of New South Wales, University of Technology Sydney, and Macquarie University. Based on the social semiotic interpretation of images, I identify eight identity icons, each deploying a combination of semiotic resources to represent a specific organizational identity. The analysis suggests that universities prioritize featuring people, which results in an augmented sense of social presence on the homepage. Lastly, four identified strategies for digital audience engagement in images – proximation, alignment, equalization, and subjectivation – point to how these are instrumental in representing university life as both individual and shared experiences. © The Author(s) 2024.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Projekt

—

Návaznosti

—

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Discourse and Communication

ISSN

17504813

e-ISSN

—

Svazek periodika

18

Číslo periodika v rámci svazku

5

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

21

Strana od-do

768 - 788

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85191068930