The discourse of fundraising in UK universities: a critical discourse analysis

Atonde, Terkimbi Felix (2019). The discourse of fundraising in UK universities: a critical discourse analysis. University of Birmingham. Ph.D.

Text - Redacted Version
Available under License All rights reserved.

Download (2MB) | Preview


The research aimed at investigating how the discourse of fundraising is organised by universities in the UK. The study has been undertaken from a Critical Discourse Analysis perspective using two theoretical approaches namely argumentation and evaluation which have been utilised in analysing and understanding the mechanism of this discourse. The data was collected from the alumni webpages of five UK universities: Cambridge, Oxford, Edinburgh, Saint Andrews and University College London. From the argumentation perspective, the analysis revealed the macro structure of the argument as revolving chiefly around claims, goals, values, circumstances and means premises, which capture what the universities value and hold dear, why they care about such and the practical steps required to achieve such goals. While the argumentation approach unravels the macro structure of the discourse of the universities and how they persuade their alumni and friends to make donations, the evaluation theory was used in investigating the specific internal structure of the discourse, analysing more delicately and sensitively the specific values that the universities promote in their arguments. From the analysis, six evaluative categories: significance, capacity, variety, people, flexibility and novelty were identified as cumulatively constituting the core discursive and persuasive strategies of the universities. The findings of the research therefore suggest that the discourse of fundraising in UK universities takes a promotional posture revolving chiefly around argumentation and evaluative strategies to solicit funds from alumni, friends and the public.

Type of Work: Thesis (Doctorates > Ph.D.)
Award Type: Doctorates > Ph.D.
Licence: All rights reserved
College/Faculty: Colleges (2008 onwards) > College of Arts & Law
School or Department: School of English, Drama and Creative Studies, Department of English Language and Linguistics
Funders: Other
Other Funders: Tertiary Education Trust Fund, Nigeria, Benue State University, Makurdi, Nigeria
Subjects: P Language and Literature > P Philology. Linguistics
P Language and Literature > PE English


Request a Correction Request a Correction
View Item View Item


Downloads per month over past year