Social Media and Higher Education: A Linguistic Analysis of Identity Construction of Pakistani Universities

Abstract

This study rigorously explores the linguistic strategies employed by Pakistani universities for identity construction on social media platforms, focusing primarily on X (formerly known as Twitter). Utilizing a robust methodology of corpus-assisted discourse analysis, we scrutinized a substantial dataset comprising 2861 tweets. These were collected from the official X accounts of two leading Pakistani universities, National University of Sciences and Technology (NUST) and Lahore University of Management Sciences (LUMS), during the academic year 2021/2022. Our in-depth analysis uncovered distinctive linguistic patterns, particularly in the use of pronouns and specific multi-word key terms that each university employs to construct its identity. Intriguingly, the linguistic choices made by these institutions were found to significantly shape their digital identities, reflecting both individuality and broader cultural themes. The study augments existing research in the field by offering novel and context-specific insights into the dynamics of identity construction via social media. It underscores the pivotal role language plays in the organizational branding landscape. Furthermore, the findings from this research serve as a valuable resource for informing and refining communication strategies, not only for educational institutions but also for organizations at large that aim to construct and effectively manage their digital identities on social media platforms.