Proceedings of the - British Association for Applied Linguistics

The Impact of Applied Linguistics: Proceedings of the 44th Annual Meeting of BAAL
University of the West of England
enterprise, “adopting a form of ‘enterprising managerialism’”
(Mayr, 2008: 26); or (ii) Enterprising Qualities referring to the role
of university as an Initiator in enabling stakeholders to acquire
enterprising qualities. Lack of either component is coded as Ø
Enterprise.
Total number of clauses analyzed are 157: 92 (58.6%) by private
universities and 65 (41.4%) by public universities.
Results and Discussions:
On the basis of the ethos appeals analysis (table 18.1), enterprise culture
components are identified.
Ethos Qualities Rhetorical Appeal Public Private Total
Strategy
universities universities
No. % No. % No. %
Presence/resource 29 47 76
World knowledge 11 11 22
Knowledge/skills 2 17 19
Expertise Self Promotion Abilities/attributes 1 1 2
Entitlements/
enhancements
0 1 1
Total 43 27.4 77 49 120 76.4
Trustworthiness Self
Integrity
characterization
11 7 8 5.1 19 12.1
Empathy Self sacrifice Attention 11 7 7 4.5 18 11.5
Total 65 41.4 92 58.6 157 100
Table 18.1: Distribution of ethos rhetorical strategies:
The frequent use of Self Promotion (120 clauses, i.e. 75%), expressed
mostly by the appeal of Presence/Resources (76 clauses, 47.5%) which
refers “to any description, recommendation, offering or praising of
products, services or specialization offered by the corporation” (Isaksson
and JØrgensen, 2010: 231) indicates that universities, especially private
ones, are being committed to do or doing several actions that promote their
image and activities.
The commercial component is identified by grammatical and lexicosemantic
features that express positive appraisal of services:
92