In this study, a multimodal textual analysis is performed on marketing materials from twoupper secondary schools, one public school and one private school, in a medium sized town inSweden. This marketing material is sent out to all pupils at the age of 15 in preparation for theupcoming school selection. The study focuses on three main questions: how the materialsdiffer between the schools, what multimodal resources are prevalent in the material, and ifthere is textual evidence in the material that would indicate admission from a specific type ofpupil. The results show that the public school is marketing itself to a wider extent than theprivate school, which goes against previous research on the topic. Further, the multimodalresources are shown to function as a guide for the reader through the material in a preferredreading pattern, which in the case of the private school leads the reader away from thespecific information of the program. Lastly, the results show that, in the case for the privateschool, a student that already is aware of their capabilities in social sciences is depicted. Interms of the public school, a similar student is sought after, however, the student template isnot described as rigidly.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-94222 |
| Date | January 2020 |
| Creators | Lidén, Elias |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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