Multilingual writing in a marketised university: a critical multimodal study of student service advertisements

Fanglei Corey HUANG*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review


The global marketisation of higher education has been evidenced by a wide range of discursive phenomena. This article examines how several sets of student service advertisements in a Hong Kong university employ multilingual writing to promote tailored services and experiences to different groups of student ‘consumers’. It draws on approaches from critical discourse studies, multimodality and research on language and the market to unpack and critique the semiotic and discursive mechanisms through which several deliberately designed multilingual texts help the advertisements pursue specific marketing goals. The analyses show that the examined multilingual writing practices (help) promote consumerist and hierarchical ideological approaches to multilingualism and multiculturalism in a higher education institution under the continuing influences of its Western colonial history and a globalised, Asian neoliberal knowledge economy.
Original languageEnglish
Number of pages22
JournalInternational Journal of Multilingualism
Early online date5 Oct 2023
Publication statusE-pub ahead of print - 5 Oct 2023

Bibliographical note

Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.


  • Critical discourse studies
  • Higher education
  • Hong Kong
  • Marketisation
  • Multilingual writing
  • Multimodality


Dive into the research topics of 'Multilingual writing in a marketised university: a critical multimodal study of student service advertisements'. Together they form a unique fingerprint.

Cite this