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All Journal Joal : Journal of Applied Linguistics IJLHE: International Journal of Language, Humanities, and Education
Fransisca, Amanda
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Humanities Education Languange, Linguistic, Communication & Media

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Genre Analysis of University Brochures: A Comparison Between UISU and UMSU Using the MOVE and STEP Model Arina Putri; Naila, Aisya Naifa; Fransisca, Amanda; Ulfa, Maryam; Margaret, Carissa; Zein, Thyrhaya
IJLHE: International Journal of Language, Humanities, and Education Vol. 7 No. 2 (2024): IJLHE: International Journal of Language, Humanities, and Education
Publisher : Master Program in Indonesian Language Education and The Institute for Research and Community Service STKIP PGRI Bandar Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52217/ijlhe.v7i2.1627

Abstract

This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations
FTA Strategy of Gaga Muhammad Post-Scandal: Image Recovery on Grace Tahir’s Podcast Naifa Naila, Aisya; Putri, Arina; Ulfa, Maryam; Fransisca, Amanda; Rangkuti, Rahmadsyah; Irwan
Journal of Applied Linguistics Vol. 4 No. 2 (2025): January, 2025
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/joal.v4i2.340

Abstract

This research explored the politeness strategies employed by Indonesian YouTube vloggers in response videos, focusing on a podcast discussion between Gaga Muhammad and Grace Thahir. Using a qualitative research design with a phenomenological approach, this study examines the interpersonal dynamics and the impact of face-threatening acts (FTAs) on public perception. Data were collected from a podcast episode of Voices of Change, where the two speakers discussed pressing social issues, community engagement, and mental health while also delving into Gaga's personal controversies, including his involvement in a fatal car accident. The analysis employed Brown and Levinson's politeness theory to identify strategies such as paying attention to the interlocutor's needs, exaggerating sympathy, avoiding conflict, and looking for consensus. Findings reveal that while Gaga uses politeness strategies to justify his actions and rebuild his public image, Grace frequently challenges his narrative through FTAs, targeting both his positive and negative face. For example, Grace confronts Gaga’s attempts at self-justification with direct critiques, often heightening the conversational tension. The podcast reflects societal expectations of public figures embroiled in scandals to exhibit remorse and take accountability. Despite efforts to apply positive politeness strategies, such as showing interest and declaring common ground, the discourse often shifts towards defensiveness, limiting its effectiveness in fostering mutual understanding. This study highlights the challenges of navigating public apologies and societal expectations, offering insights into the role of politeness in mitigating conflict and enhancing public discourse in social media interactions.   Keywords :     politeness strategies; face-threatening acts; YouTube vloggers; public discourse                                       
Genre Analysis of University Brochures: A Comparison Between UISU and UMSU Using the MOVE and STEP Model Arina Putri; Naila, Aisya Naifa; Fransisca, Amanda; Ulfa, Maryam; Margaret, Carissa; Zein, Thyrhaya
IJLHE: International Journal of Language, Humanities, and Education Vol. 7 No. 2 (2024): IJLHE: International Journal of Language, Humanities, and Education
Publisher : Master Program in Indonesian Language Education and The Institute for Research and Community Service STKIP PGRI Bandar Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52217/ijlhe.v7i2.1627

Abstract

This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations
Co-Authors Arina Putri Irwan Margaret, Carissa Naifa Naila, Aisya Naila, Aisya Naifa Putri, Arina Rangkuti, Rahmadsyah T. Thyrhaya Zein Ulfa, Maryam