CRITICAL DISCOURSE ANALYSIS OF VICE CHANCELLOR'S MESSAGES OF PUBLIC AND PRIVATE UNIVERSITIES IN MULTAN

Abstract

The present research study seeks to find out how language is employed by University leaders to build institutional image, express power and influence the reactions of the audience. The researchers engage in a Critical Discourse Analysis (CDA) of the messages provided by the Vice Chancellors of five public and private Universities in Multan, Pakistan. Thus, within the context of analyzing these messages, this study utilizes the model developed by Fairclough in the speeches published for the students who served as the speeches' audience. The target population of this study involves the vice-chancellors of the five different public and private universities present in Multan. These messages were extracted from the respective university official website which are posted to inform students about various programs offered by the universities and various guidelines in relation to admission. Thus, examining the operative of power, authority and institutional discourse, this research enlightens the reader ‘(how and where)’ the educational narratives are constructed in socio-political landscapes of Pakistan. This analysis advances the knowledge of discourse in higher education leadership, particularly revealing how university administrators employ language to navigate their organizations’ image and impact stakeholders. The outcome of the present study can help in the identification of discrete linguistic behaviors of the public and private university in Pakistan.