Representing a Coherent Brand out of Incommensurate Goals
Jingwun Liang,
Michelle Stack
Abstract:Abstract
This paper analyses how the University of British Columbia (UBC) presents itself to prospective students on the ubc.ca homepage and its Facebook and Weibo pages. Across all three, we found UBC's high ranking was deployed as evidence of "being the best". However, there are differences across the three platforms in how UBC represents its role and response to colonialism and continued racism in Canadian society. The second part of the paper analyses UBC's discursive framing concerning its ranking … Show more
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