Content Details | NUML Online Research Repository

Title Campus sustainability discourse: A multimodal analysis of Pakistani higher education institutions’ websites

Author(s) Ms. Noureen Naz

Abstract Thesis Title: Campus Sustainability Discourse: A Multimodal Analysis of Pakistani Higher Education Institutions’ Websites This study inquires into the way in which different types of multimodal text have been utilised on the websites of Pakistani universities to communicate campus sustainability discourse. The study is exploratory in nature. In it, the static and dynamic data have been explored in terms of the verbal and visual signifiers of the text from both the public and private sectors through a mixed-methods approach. The methods have been used to see the signifiers used most frequently as ‘frames’ that connote the three selected themes of campus sustainability discourse. Multimodal discourse analysis was the main method used for analysing the data that was explored through the techniques of qualitative and quantitative content analysis. The content analysis was done qualitatively through describing and analyzing data by focusing on the framing of verbal and visual data according to the selected themes of campus sustainability discourse while the quantitative content analysis was done through quantifying the frequencies of the most used verbal and visual signifiers in different modes and outlining the most frequent signifiers as ‘frames’ used in this discourse. It was found that different mode combinations were used in the static and dynamic text for creating such discourse. At least 20 visual (verbal and nonverbal) signifiers were common in both types of text in the public and private sectors. The most frequent verbal signifiers framing the campus sustainability discourse were also outlined. The highest frequency of visuals was found to be under the category of ‘Nature’ used more in the public sector text of static nature, while it was the private sector in the dynamic text that used it more. The key word 'research’ was the most used in the verbal signifiers of both static and dynamic text in both sectors. The study revealed different types of verbal and non-verbal signifiers used in both public and private sector and also the highly frequent common signifiers in these sectors which highlight the trend of using them on the websites of Pakistani higher education institutions to communicate their campus sustainability discourse.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2024-05-20

Subject

Publisher

Contributor(s)

Format

Identifier

Source

Relation

Coverage

Rights