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Title "Portrayal of Institutional Ideologies in Government and Private College Prospectuses: A Comparative Multi Modal Analysis"

Author(s) Muhammad Ali Butt

Abstract This research study has attempted to find the hidden ideologies in government and private prospectuses. I have applied the Appraisal Theory of P.R White and Martin in combination with Visual Grammar Theory (Semiotic Analysis) of Kress and Leeuwen as a lens to analyze and evaluate the selected written and visual texts from the prospectuses of the government and public sector colleges. The study is qualitative and providesinsight into semiotic resources and modes that are linked with the ideologies. The study aims to provide the hidden ideologies in the prospectuses. The study provides insight on the different use of ideologies inthe prospectuses and compares the explored ideologies present in the prospectuses and observes the existence of institutional ideologies in the public and private sectors. The research provides ideologies and their existence in the prospectuses with modes and resources, it observes the various ideologies present dominantly in prospectuses in the private and public sectors. The findings of the research revealed that there are various modes and resources linked with meaning and ideology in the private and publicsectors. Moreover, it demonstrates the dominant use of ideologies in the public and private sector colleges extensively.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2024-11-12

Subject Linguistics

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