Analyzing For-Profit Institutions in a "Post-Truth" Era Using Critical Discourse Analysis and Critical Visual Methodology

• In Event: 31.048 - Critical Perspectives of Organizational Governance, Administration, and Leadership

Abstract

For-profit colleges and universities use of media advertisements that send powerful messages about institutional identities, educational missions and values, and consequently how their positionality impacts and contributes to the “post-truth” era. This research employs critical discourse analysis and critical visual methodology as tools to analyze the messages of for-profit television advertisement commercials. As postsecondary education continues to be marketed in the media, their identities continued to be re-defined and re-shaped by external pressures. Proprietary institutions respond much quicker to external pressures and thus allow for more external stakeholders and leaders to contribute to the identity of postsecondary education. For-profit institutions have established their legitimacy and must be included in the analysis and contributions of postsecondary education.

Author

• Ashley N Gaskew, University of Wisconsin - Madison