The present study adopted a social-cultural perspective to investigate how two universities used their homepages to simultaneously create an official gateway and an institutional identity through multimodal analysis. Results indicated that the homepage of Nanyang Technological University foregrounded its identity as a vibrant global community with excellent academic and research performances by appealing, inter-personally oriented images and promotional texts while on the other hand, the homepages of Peking University presented its identity as a historical, traditional institute which stood for authority, shouldered the social responsibility as well as spread the Chinese culture through the impersonal pictures and texts and repetitive navigational styles. Findings also suggest that universities involve in marketing to attract potential students globally.

Zhou Xuewei. A Comparative Multimodal Analysis of Homepages of Two Universities. The Frontiers of Society, Science and Technology (2024), Vol. 6, Issue 8: 22-30. https://doi.org/10.25236/FSST.2024.060805.

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