Marketization of Higher Education in Pakistan: A Critical Analysis of Pakistani Print Media Discourse

Abstract

This paper critically analyzes the marketization of higher education in Pakistan through its discursive practices in advertisements. Due to the socio-economic changes, educational institutes treat students as ‘clients,’ courses as ‘product’ and admission as ‘access’ rather than ‘selection’ that is evident in the discursive practices of universities. They use promotional language that persuades prospective students for admission. This research is qualitative that relies on the theoretical framework of critical discourse analysis.  The analysis is drawn by applying Fairclough (1993)’s three-dimensional framework that helps to interpret advertisements on three levels; discourse practice, text, and social practice. Four advertisements of well reputed Pakistani educational institutes were selected. The linguistic features were analyzed concerning discursive and social practice for this study. It was observed that owing to the marketization of society; the language use is also changed as both are in a dialectical relationship.