The global marketisation of higher education has been evidenced by a wide range of discursive phenomena. This article examines how several sets of student service advertisements in a Hong Kong university employ multilingual writing to promote tailored services and experiences to different groups of student 'consumers'. It draws on approaches from…

Purpose: Vocational education in Hong Kong suffers from an image problem. Stakeholders often perceive it as a second-best option for those who fail to advance in academic education. In 2016, to promote vocational education, the Hong Kong government launched a publicity campaign and rebranded vocational education and training (VET) as vocational…

Private tutoring has become a widespread phenomenon worldwide, partly due to the global trend of marketisation and commodification of education. Informed by a discursive view of identity and through multimodal discourse analysis, this study aims to unveil part of the shadow education discourse by investigating the identities of 41 English language…

Objective: Many school-based health education programmes adopt a one-way, top-down communication approach that students tend to consider boring and ineffective. In contrast, this study tested a pilot school-based health education programme designed to engage students through the creation and production of health-related advertising. Design:…

Social reality is refined and redefined through media. This article explores the representation of discourse of multilingualism in a series of Hong Kong government public service advertisements called "Faces of Hong Kong." Given the role of advertisements in social reproduction and the construction of identities and subjectivities, there…

In many Asian countries and increasingly in the West, primary and secondary school students receive private tutoring, often in the form of lectures in cram schools. As English is an international "lingua franca," many students enroll in English courses after school. Students enrolled in English private tutoring (EPT) are often…

Taking multilingual, minimal urban texts as objects of its analysis, this paper suggests that language(s) (writing) need(s) to be examined as part of "multimodal ensembles" (Kress, G., & van Leeuwen, T. (2001). "Multimodal discourse: The modes and media of contemporary communication." Arnold). I examine and draw parallels…

As many students worldwide receive second language (L2) English private tutoring (EPT) that shadows school curricula, examining student perceptions of it is essential to understanding their L2 learning. From the L2 Motivational Self perspective, students' "ideal L2 self," "ought-to L2 self" and "L2 learning…

The paper examines the development of bilingualism in Hong Kong's linguistic landscape. Digital photo archive of the Hong Kong Year Book collection which illustrated signage was analysed to identify changes in language preferences between 1957 and 2014. The transformation in signage from monolingual Chinese to bilingual Chinese-English in Hong…

The integration of popular culture into English language learning has recently been formalised in the Hong Kong New Senior Secondary curriculum, with the development of critical reading indicated as one of the key objectives. Whether and how students respond to popular culture texts is, however, under-researched. The present paper reports findings…

This paper describes and evaluates a funded longitudinal teaching development project that aims to bridge the gap from classroom-based theory learning to experiential professional learning, and thereby prepare ideal and competent world class graduates. To align with the University's shared mission to foster links with the business community, the…

Purpose: Managers in higher education require cost effective ways to attract the optimal number of students. The purpose of this paper is to address that general problem at the college level, and in doing so, it points toward strategies that could also be relevant at university and at national level. Two crucial issues are whether potential…

Why do more than three-quarters of Hong Kong's senior secondary students flock to tutorial centres like moths to light? What is the "magic" that is driving the popularity of the tutorial centre enterprise? Indeed, looking at the ongoing boom of tutorial centres in Hong Kong (there are almost 1,000 of them), it is difficult not to ask…

This bibliography lists and describes published and unpublished material relating to mass communications in Hong Kong and Macao, from 1945 to 1973. Most of the items listed are written in Chinese; a limited number are in English. Part one, which deals with Hong Kong, lists 115 items divided into 18 sections: bibliography and reference material;…