International education is impacted by multiple discourses, in particular the discourse of university as an educational institution responsible for producing and curating knowledge for the public good, pursuing truth and transforming student life, and the neoliberal marketing discourse which portrays the university as a business organization providing a service for international students as customers/consumers. Following a multimodal discourse analytic perspective, this study examines ‘Why Choose’ webpages of one British and two Australian universities to identify how the apparently conflicting higher education and neoliberal marketing discourses are managed in the interdiscursive space using language, images and videos. The results reveal that ‘Why Choose’ webpages are hybrid texts where the discourse of higher education is upheld in relation to the neoliberal marketing discourse through multimodal strategies of accentuation, infusion and progression. The study argues for the necessity of undertaking a multimodal discourse approach to understand how various positions are negotiated interdiscursively in online media.

国际教育受到多种话语的影响，特别是大学作为一个负责为公共利益生产和管理知识、追求真理和改变学生生活的教育机构的话语，以及将大学描绘成一个提供商业组织的新自由主义营销话语。为作为客户/消费者的国际学生提供的服务。根据多模态话语分析视角，本研究考察了一所英国大学和两所澳大利亚大学的“为什么选择”网页，以确定如何使用语言、图像和视频在跨话语空间中管理明显冲突的高等教育和新自由主义营销话语。结果表明“为什么选择' 网页是混合文本，通过强调、注入和进步的多模式策略，高等教育话语与新自由主义营销话语相关。该研究认为有必要采用多模态话语方法来了解在线媒体中如何通过跨话语协商各种立场。