Cross-Cultural Insights into University Publicity Discourse

October 10, 2025 - 09:57

University publicity discourse plays a crucial role in global communication, reflecting both institutional values and cultural identities. Recent research has delved into the attitudinal meanings embedded within the promotional narratives of Anglo-American and Chinese universities, utilizing a psychological framework known as the appraisal system. This cross-lingual analysis sheds light on how different cultures approach university marketing and public perception.

The study highlights significant differences in emotional language and evaluative expressions used in the publicity materials of these institutions. Anglo-American universities tend to emphasize individual achievement and innovation, while Chinese universities often focus on collective success and societal contributions. This divergence not only showcases varying educational philosophies but also illustrates how cultural contexts shape communication strategies.

By understanding these differences, stakeholders in higher education can better tailor their messaging to resonate with diverse audiences. This research ultimately contributes to a broader understanding of how universities navigate the complexities of global communication in an increasingly interconnected world.