Humanities

group leader

doc. dr. sc. Daniela Matić

Research Topics

  1. Croatian higher education market discourse;
  2. Advertising material of public and private higher education institutions presenting their educational activities;
  3. Advertising material of public and private higher education institutions used with students for persuasive purposes;
  4. public and private higher education institutions advertising job vacancies.
project title

Public discourse marketization: higher education (PDMHE)

Project research activities

Marketing activities have permeated some society segments that were not formerly exposed to market forces, and, as such, have influenced social and professional relations.  We investigate whether the phenomenon of marketization has entered Croatian higher education discourse with a view of promoting and highlighting the quality of universities and positioning them within society, or whether new discursive practices and language devices are used with potential students, addressed as consumers, with a view of persuading them to buy a certain service.