English-medium instruction for sale: The multimodal discourse of self-perception on Japanese liberal arts faculty websites

This study both contributes to and updates the growing body of literature into the framing of English-medium instruction on institutional websites. A three-dimensional discourse analysis model is used to investigate the self-perception of three well-established liberal arts faculties in Japan. The analysis reveals distinct features in the self-perception of these universities and teases out the ingrained ideological standpoints. Firstly, the neoliberal ideological hegemony found in other university studies exists, but Japanese universities frame it differently: the explicit focus is on profit for society rather than individual gain. Secondly, there is consensus among the institutions regarding the production of ‘globalised’ individuals, but the universities are less than definitive on what the key competencies entail, or how they are applied and measured. Finally, the study underscores the explicit alignment of institutional goals with national policy objectives, reflecting the values advocated by the Japanese education ministry. As the government’s Top Global University Project approaches its conclusion, this research provides valuable insights for Japanese universities to reassess the aims and objectives of their English-language programs. By offering a nuanced understanding of institutional discourse, this study furthermore contributes to the broader literature on EMI practices and policies, guiding future developments in Japanese higher education.