adding value to your course offer: sponsored language study

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Adding value to your course offer: sponsored language study: a discourse analysis Rachel Bower Senior Lecturer in French & Business English Academic Coordinator of the University Language Scheme

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Page 1: Adding value to your course offer: sponsored language study

Adding value to your course offer:

sponsored language study:

a discourse analysis

Rachel Bower

Senior Lecturer in French & Business English

Academic Coordinator of the University Language Scheme

Page 2: Adding value to your course offer: sponsored language study

Why discourse analysis?

• the power of discourse and the speaker“constitute ideologies….and serve to circulate power in society” (Johnstone, 2008: 3).

• a new discourse in the marketization of Higher Education

• a change in student expectations in the new fees regime

• students' expectations change as their course progresses

• high-profile measurement of the extent to which we meet students' expectations

Page 3: Adding value to your course offer: sponsored language study

website discourse

• potential for dynamic authorship

• limited two-way discourse

• measured in clicks, not communication

Page 4: Adding value to your course offer: sponsored language study

Discourse Analysis

• “discourse is shaped by the world, and discourse shapes the world" (Johnstone, 2008: 10)

• Participation in discourse is based on knowledge

• “Each individual makes a different set of generalizations, over a lifetime, based on a different set of experiences with discourse” (Johnstone, 2008:

44).

Page 5: Adding value to your course offer: sponsored language study

Discourse Analysis

“Discourse is both the source of this knowledge (people’s generalizations about language are made on the basis of the discourse they participate in) and the result of it (people apply what they already know in creating and interpreting new discourse” (Johnstone, 2008: 3).

• So what do potential students know?• Who provides them with that knowledge?

Page 6: Adding value to your course offer: sponsored language study

Discourse Analysis for this project

• Discourse analysis of the home page only of 12 universities in the geographical locality

• 6 pre-1992 universities

• 6 post-1992 universities

Page 7: Adding value to your course offer: sponsored language study

What is our discourse within SHU?

Discourse is “conventional ways of talking that both create and are created by conventional ways of thinking" “patterns of belief and habitual action as well as patterns of language” (Johnstone, 2008:

3).

• What are our 'buzz words' at SHU in relation to our courses?

• Which are the first words which spring to mind?

• so these are our "conventional ways of talking" (Johnstone, 2008: 3).

Page 8: Adding value to your course offer: sponsored language study

Discourse analysis of the home page of post-1992 universities

• Key links

• Are "conventional ways of talking" (Johnstone, 2008: 3) reflected in the discourse of the home page?

Page 9: Adding value to your course offer: sponsored language study
Page 10: Adding value to your course offer: sponsored language study

Discourse analysis of the home page of pre-1992 universities

• Key links

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Page 12: Adding value to your course offer: sponsored language study

The 'value-added' discourse

• What are our 'buzz words' at SHU for adding value to our courses?

• Which are the first words which spring to mind?

• What are our "conventional ways of talking"? (Johnstone, 2008: 3).

Page 13: Adding value to your course offer: sponsored language study

Discourse analysis of the home page of post-1992 universities

• featured links

Page 14: Adding value to your course offer: sponsored language study
Page 15: Adding value to your course offer: sponsored language study

Discourse analysis of the home page of pre-1992 universities

• featured links

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Page 17: Adding value to your course offer: sponsored language study

Discourse of an academic specialism adding value

• How can you make your academic specialism heard in the new discourse?

• A discourse analysis of the promotional material of the University Language Scheme at SHU

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SHU sponsored language study

• 100 places at level 5 in Sheffield Business School

• 100 places at level 4 in the faculty of Development & Society

• study as an additional module

• students needed to state their reasons for wanting to study a language as part of their application for sponsorship

Page 20: Adding value to your course offer: sponsored language study

A discourse analysis of applications for sponsored language study

• Sheffield Business School students

• 1st 20 applicants

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Page 22: Adding value to your course offer: sponsored language study

An effective, authentic discoursein an academic specialism

knowledge

discourse

knowledge and understanding

action

outcomes

Page 23: Adding value to your course offer: sponsored language study

A SHU student engaging in optional language study

Choosing to study a language was one of the best decisions I have ever made. It has opened so many doors and allowed me to meet new people I would never have met. Learning a second language even at very basic level has helped me stand out from the crowd in application processes and in interviews. I have recently secured a job position after finishing university and what I did on placement was a huge factor for me to secure the role. I would advise anyone to take on a placement abroad to gain a greater understanding of the culture and language you are learning and to grow your professional network and international connections.

Page 24: Adding value to your course offer: sponsored language study

A SHU student engaging in optional language study

The Spanish ULS 1 program was fantastic at Hallam providing me with potential international placements to apply to and supporting me whilst I was on placement in Barcelona. Thanks to the language program I have maximised my university experience and it has given me the confidence to live abroad again and potentially learn a third language.

Page 25: Adding value to your course offer: sponsored language study

Your academic specialism in the University home page discourse

Leverage through:

• news / events• open days / Degree Show• Alumni• Research• PG & UG study / prospectus• featured links• business• about us / Departments

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Your academic specialism in the University home page discourse

• Alternatively through social media - • creating your own discourse directly

with potential students

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References

Blommaert, J. (2005), Discourse. Cambridge. Cambridge University Press.

Foucault, M., (1972), The Archeology of Knowledge and the Discourse on Language. (tr. S. S. Smith), New York. Harper.

Foucault, M., (1980), Power/Knowledge: Selected interviews and other writings, 1972-1977. (ed. C. Gordon). New York. Pantheon.

Johnstone, B., (2008). Discourse Analysis. 2nd ed., Oxford. Blackwell Publishing Ltd.

Sheffield Hallam University, (2015). The University Language Scheme. Sheffield, Sheffield Hallam University

Sherzer, J., (1987), A discourse-centred approach to language and culture, American Anthropologist, 89, 295-305.

Page 28: Adding value to your course offer: sponsored language study

Adding value to your course offer:sponsored language study:

a discourse analysis

Any Questions?

Rachel [email protected]: 0114 225 5203