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Research Proposal Design
Transcript of Research Proposal Design
Hispanics are now the
biggest minority on college campuses.
Critical Discourse Analysis (CDA)
College Website Marketing and Messaging: The Hispanic Audience
Critical Race Theory (CRT)
Main Tenets of CRT
1. What are the discursive and rhetorical strategies that college and university institutional websites use to target prospective students?
2. How do these strategies compare to strategies deemed to persuade the Hispanic audience?
Simply stated, CRT is a movement whose scholars and activists study the transforming relationship among race, racism and power.
Racism is normal in American society.
Most CRT scholars would agree that the system of white-over-color ascendancy serves important purposes, both psychic and material.
Social construction thesis that states “race and races are products of social thought and relations”
CDA is “how language, as a cultural tool, mediates relationships of power and privilege in social interactions, institutions and bodies of knowledge."
- Rogers et al. 2005
Fairclough's CDA Framework
Cultural, Historical, Social Practice
Process Analysis (interpretation)
Societal Analysis (explanation)
Source: Saichaie, K. (2011). Representation on college and university websites: an approach using critical discourse analysis (Doctoral dissertation, University of Iowa, Iowa City). Retrieved April 27, 2013, from http://ir.uiowa.edu/etd/1071/
Minimum of 12 institutional websites
Geographical area is the same
Same size institutions
Course of one semester
a) How is information about financial aid and price presented to prospective college students?
b) What kind of language do colleges and universities use on their institutional websites?
c) How do higher education institutions portray parent involvement in the college choice process on their institutional websites?
"It is time for parents to teach young people early on that in diversity there is beauty and there is strength."
- Maya Angelou
Colleges go for a wide variety of students.
Marketers/advertisers are still learning about what works with the Hispanic audience.
Hispanic audience has only recently become the majority minority on college campuses.
Discourse: "A particular way of talking about and understanding the world."