Probing the Indonesian Academic VS Vocational Higher Education Websites: A Critical Discourse Analysis
Beni Wijaya, Evi Agustina Sari, Tiur Simanjuntak, Qingjian Li · Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research · 2024
This research aims to look into higher and vocational education websites in Indonesia to see how language is used to promote these universities in society.The websites of the top 5 universities and 5 polytechnics in Indonesia based on webometrics in 2023 were selected as keynotes for analysis.It is expected that the findings can be a useful reference for all Indonesian universities by applying certain strategies, from language use to academic processes and activities, because institutional websites are increasingly important to universities for admission and marketing practices.Through critical discourse analysis, this study examines the language used on the websites of 10 higher education institutions in Indonesia from three different perspectives.The first is to describe the properties of the text web page and visual elements by using descriptive analytics.The second component is interpretive analysis, which looks at language's functional elements as well as content to comprehend and clarify how language functions in connection to social systems.To explain social, historical, and cultural values, the third analysis is the social aspect.Given the importance of websites in higher education marketing and enrollment, we hope that all groups will be able to understand how language can be used to express a higher education identity organization's website to increase legitimacy and student interest.