Browsing Research Articles (Linguistics) by Author "Mafofo, Lynn"
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Accentuating institutional brands: A multimodal analysis of the homepages of selected South African universities
Mafofo, Lynn; Banda, Felix (Taylor & Francis, 2014)In seeking to disentangle themselves from the constraints of apartheid, South African universities have immersed themselves in an identity modification process in which they not only seek to redress the past, but also ... -
Commodification of transformation discourses and post-apartheid institutional identities at three South African universities
Banda, Felix; Mafofo, Lynn (Taylor & Francis, 2016)Using mission statements from the UCT, UWC and Stellenbosch University (South Africa), we explore how the three universities have rematerialised prior discourses to rebrand their identities as dictated by contemporary ...