Referensi

Constructing Institutional Identity: Multimodal Discourse and Ideology on University Websites

The central argument of this book is that university websites are not neutral communicative environments. They are ideological spaces: digitally designed semiotic fields in which institutional identities are actively constructed, naturalized, and projected through the coordinated deployment of multiple communicative modes. Every compositional choice in the design of a university homepage, from the image selected, color deployed, typeface chosen, spatial arrangement of elements, constitutes a motivated semiotic decision that reflects the social interests, institutional values, and ideological orientations of its producers. Understanding these choices, and the institutional realities they construct and conceal, is the analytical project this book pursues across seven chapters hat follow.

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