Constructing ethos through mottos and mission statements: Exploring the meanings of school mottos in Ohangwena region, Namibia
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Date
2018
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Publisher
University of Namibia
Abstract
School mottos and mission statements use language that is similar to language of
advertisement. This study is a stylistic analysis of school mottos and mission
statements. The main purpose of the study was to analyse how schools construct their ethos/character through school mottos and mission statements. The study also
profiled the nature of school mottos found in Ohangwena region as well as their
purpose. This study is a qualitative study. The data collected were critically analysed based on the ethos they intended to profess. This was informed by the linguisticstylistic theory that focuses on analysing and synthesising texts. It allowed the researcher to analyse the text focusing on the linguistic and stylistic features
employed in the text. Content analysis was employed as a data analysis method.
The study revealed that schools in Ohangwena region construct their intended ethos through their aims, beliefs and goals, which are embedded in their mottos, mission statements as well as logos. It was also revealed that mottos, mission statements and logos work together to construct the ethos of the school. The mottos used imperative verbs, ellipsis, metaphors and hyperbole. The school mottos were found to fall under the following categories: religion, education, knowledge, motivation, unity and achievement and aspirations. The findings of this study add to the field of research into slogans/ mottos and mission statements in Namibia. The study brought to the fore the ethos portrayed by schools through their beliefs and aims as well as the stylistics and linguistics components employed in school mottos and mission statements.
Description
A thesis submitted in partial fulfillment of the requirements for the Degree of Master of Arts in English Studies
Keywords
Ethos, Mottos, Mission statements