Komunikowanie pozorne a komunikowanie autentyczne w obszarze szkolnictwa wyższego
Apparent versus authentic communication in higher education

Summary/Abstract: Within this article, Jan Lutynski’s concept of apparent action serves as a theoretical frame for distinguishing apparent and authentic communication. Additionally, Norman Fairclough’s approach has been incorporated to permit the analysis of the language of apparent action. The discourse analysis of two higher education advertisements highlights the more general phenomenon of the conflation of academic and commercial values, which the author considers further as consequences of the changes in power, control and ideology of contemporary society.

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