Marketization and Consumerism in Pakistani Higher Education: A Multimodal Discourse Analysis of Admission Brochures from Leading Lahore Universities

Abstract

The study presents an analysis of the relationship between education and marketization that is constructed through admission brochures advertised by the leading universities of Lahore. A total of 29 Admission brochures from five leading Lahore universities (LUMS, FAST, FCCU, UMT, and UCP) advertised in 2024 were selected purposively as data for qualitative analysis. By applying the multimodal analysis of Kress & van Leeuwen (2006), the study delves into the multimodal strategies used by these institutions to attract students in an increasingly competitive educational landscape and for the success of higher education. The results indicate that by using language and semiotic means as a tool, universities market themselves as brands and target students as consumers to influence their choice of selection. FC and UMT reflected a career-oriented approach being inclusive of female students, while LUMS, FCCU, and FAST reflected attracting clients for radiant ambiance through visual elements, color typography and pictorial representation of satisfied and successful university’s alumni together with linguistic choices. The strategic utilization of linguistic and visual features significantly contributes to the broader discussion of neoliberalism, educational branding, and use of multimodal resources, conforming to market-oriented practices. Additionally, the research offers policymakers and university administrators’ valuable insights into traversing complexities of today's higher education marketing transitioning towards a business model.