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    Framing interculturality: a corpus-based analysis of on-line promotional discourse of higher education intercultural communication courses

    Zhu, Hua and Handford, M. and Young, T. (2017) Framing interculturality: a corpus-based analysis of on-line promotional discourse of higher education intercultural communication courses. Journal of Multilingual and Multicultural Development 38 (3), pp. 283-300. ISSN 0143-4632.

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    Abstract

    This paper examines how intercultural communication (ICC) and the notion of culture are framed in on-line promotional discourse of higher education intercultural communication courses. It analyses a specialised corpus comprised of 14,842 words from 43 course websites of master’s programmes in intercultural communication in the UK and the US—internationally, the two largest providers of such programmes. Through combining corpus tools with a ‘situated meaning’ approach, the analysis reveals that while a small number of courses acknowledge cultural ‘complexity’, culture is still very often reduced to an essentialised and static notion, despite growing criticism against such an approach in ICC literature. Intercultural communication is valorised as a combination of desirable skills and knowledge conducive to effective communication of different cultural groups and for those working in international arenas. Significant differences between the UK and US courses are identified with regard to the extent of associations with diversity-related social categories. The lack of interpretive, critical and constructivist positions on culture in promotional discourse is discussed in the context of neoliberal discourse and the current thinking towards professional competences dominant in Britain, North America, and other parts of the world.

    Metadata

    Item Type: Article
    Additional Information: This is the peer reviewed version of the article, which has been published in final form at the link above. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
    Keyword(s) / Subject(s): Corpus analysis, on-line promotional discourse, intercultural communication courses, higher education, culture, interculturality
    School: Birkbeck Schools and Departments > School of Social Sciences, History and Philosophy > Applied Linguistics and Communication
    Depositing User: Zhu Hua
    Date Deposited: 15 Feb 2016 16:26
    Last Modified: 06 Aug 2017 00:10
    URI: http://eprints.bbk.ac.uk/id/eprint/14016

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