Visually communicating exclusiveness: how specialist music secondary schools in England represent themselves on the web

ABSTRACT This article examines how specialist music secondary schools in England present themselves on their websites and social media platforms. We consider visual communication codes and how such patterns reflect cultural distinctions and social boundaries. Multimodal critical discourse analysis is used to demonstrate how the choice of semiotic resources convey the meaning of specialisation in a socially exclusive manner. Although the schools in question use different resources, similarities in function can be noted in their self-promotion. A school’s social matrix and use of classical aesthetics are conveyed through non-verbal, visual communication. An elite code associates advanced musical training with certain principles of behaviour and social values. Those, in turn, represent class-based distinctions, cultural boundaries, and characteristics of privileged education.