Gymnasieskolornas kamp om eleverna : En kvalitativ textanalys av två gymnasieskolors webbaserade marknadsföring

Sammanfattning: As today's school market is constantly evolving with more and more private schools being started, the municipal high schools have gotten more competition than ever. Pupils have greater freedom of choice to choose their high school and thus require increased efforts for marketing purposes. We have, through a rhetorical text analysis, analyzed the web-based texts from one municipal and one independent high school's homepage to find out the differences and similarities that exist between the two. We have also examined the emotional and rational values that underlie the rhetorical form of the texts. The two schools we have analyzed are the private school Thoren Business School and the municipal school Sundsta-Älvkullegymnasiet. The result of a total of seven analyzed texts shows that the two high schools have a similar rhetorical base in the material, but that the tonality of the texts is what sets them apart. Both schools appeal strongly to the emotional pathos by focusing on the student's individual development and its future in two different ways. Thoren, who profiles themselves as a "business school" has an explicit sales focus in his texts, while Sundsta-Älvkullegymnasiet sells itself by focusing on what the student can add to the school instead of the opposite.