Defining mission statements in higher education: Towards a genre perspective

Mission statements provide educational institutions with the legitimacy to market and promote services through positive statements. This study applied genre analysis to examine the function of promotional rhetoric in top 100 international universities' mission statements. Bhatia's rhetorical moves of promotional genre was triangulated with Pearce and David's components for mission-writing. It was seen that international universities rely on promotional rhetorical moves to articulate their self-concept and services. Moreover, universities actively compete against each other to secure a high position in the international ranking lists. This ensures that they obtain additional incentives that help them gain economic stability and build a reputation. Promotional genre has become a practiced culture in the professional discourse community of higher education. Hence, there is a need to allow mission statements genre membership. We suggested a genre model that can be taught and used for writing mission statements. The most recurrent moves employed suggest that the communicative purpose for mission-writing used by international universities is to target the international market and build a public image to reel in more students, thereby improving their financial status while ensuring a good reputation. Based on this study, institutions can get guidance on designing and drafting effective mission statements.