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    Academic visual identity of higher education institutions : a multimodal communication through pictorial representations

    Academic visual identity of higher education institutions : a multimodal communication through pictorial representations by Wu, Ying Qi, Cheong, Cecilia Yin Mei

    Published 2022
    “…Drawing upon the visual grammar framework of Kress and van Leeuwen (2006), the sample for visual analysis in this study was collected from the ‘About Us’ webpages of nine elite Chinese universities (C9 League). Findings of the qualitative analysis indicate that pictures are ingeniously employed to display the virtual identity of the Chinese universities. …”
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