Book Description
The research aimed at investigating how the discourse of fundraising is organised by universities in the UK. The study has been undertaken from a Critical Discourse Analysis perspective using two theoretical approaches namely argumentation and evaluation which have been utilised in analysing and understanding the mechanism of this discourse. The data was collected from the alumni webpages of five UK universities: Cambridge, Oxford, Edinburgh, Saint Andrews and University College London. From the argumentation perspective, the analysis revealed the macro structure of the argument as revolving chiefly around claims, goals, values, circumstances and means premises, which capture what the universities value and hold dear, why they care about such and the practical steps required to achieve such goals. While the argumentation approach unravels the macro structure of the discourse of the universities and how they persuade their alumni and friends to make donations, the evaluation theory was used in investigating the specific internal structure of the discourse, analysing more delicately and sensitively the specific values that the universities promote in their arguments. From the analysis, six evaluative categories: significance, capacity, variety, people, flexibility and novelty were identified as cumulatively constituting the core discursive and persuasive strategies of the universities. The findings of the research therefore suggest that the discourse of fundraising in UK universities takes a promotional posture revolving chiefly around argumentation and evaluative strategies to solicit funds from alumni, friends and the public.
