Proceedings of the - British Association for Applied Linguistics

Enterprise culture as Projected in Mission Statements of Educational Institutions: A Functional Perspective
Hala T. S. Maklad
Rhetorical Appeal Commercial Enterprising Ø Enterprise Total
strategy
Enterprise Qualities
No. % No. % No. % No. %
Presence/
resource
7 11 11 29
Self promotion
World
knowledge
Abilities/
attributes
4
1
0
0
7
0
11
1
Knowledge/
skills
2 0 0 2
Total 14 21.5 11 16 18 27.7 43 66.2
Self
characterization
Attention 4 0 7 11 16.9
Trustworthiness Integrity 8 1 2 11 16.9
Total 26 40 12 18.5 27 41.5 65 100
Table 18.2: Distribution of ethos rhetorical strategies projecting enterprise
culture in public universities mission statements:
Rhetorical Appeal Commercial Enterprising Ø Enterprise Total
strategy
Enterprise Qualities
No. % No. % No. % No. %
Presence/
resource
29 16 2 47
World
knowledge
10 0 1 11
Self promotion
Abilities/
attributes
1 0 0 1
Knowledge/
skills
16 0 1 17
Entitlements/
Enhancement
1 0 0 1
Total 57 61.9 16 17.4 4 4.3 77 83.7
Self
characterization
Attention 3 3.3 1 1.1 3 3.3 7 7.6
Trustworthiness Integrity 8 8.7 0 0 0 0 8 8.7
Total 68 73.9 17 18.5 7 7.6 92 100
Table 18.3: Distribution of ethos rhetorical strategies projecting enterprise culture
in private universities mission statements:
Conclusion and Implications:
Enterprise culture, accounted for within the Ethos Model, tends to be more
projected in private universities than in public ones, indicating that the
former are plausibly more market-driven and aware of competition forces.
Inadequate attention is paid to internal and external stakeholders, including
95