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A MULTIMODAL DISCOURSE ANALYSIS OF A FOREIGN LANGUAGE CENTER’S WEBSITE IN VIETNAM : Phân tích diễn ngôn đa phương thức đối với trang điện tử của một trung tâm ngoại ngữ ở Việt Nam / Phan Thị Bảo Khuyên; Trương Bạch Lê Huế, 2025118tr. ; 28cm.Trường đại học Ngoại ngữ, Đại học HuếThis study examines how English language learning is represented and promoted through verbal and visual discourse on the official website of ILA Vietnam, one of the country’s leading private English language centers. The study uses a combination of Fairclough’s (1992, 2003) Critical Discourse Analysis (CDA) and Kress and van Leeuwen’s (2006) Visual Grammar (VG) to analyze the linguistic and visual strategies in four major sections, including: About ILA, Programmes, Facilities, and Teachers. The verbal analysis reveals the use of modality statements, aspirational and emotive vocabulary, as well as references to international accreditation to make English a global, measurable, and empowering commodity. As observed in the visual analysis, the images of modern classrooms, confident learners, and foreign teachers are used to provide a visual support of these textual claims and highlight global professionalism, technological modernity, and Western dominance. The analyses expose four key ideologies, namely: (1) English as a global and standardised commodity, (2) English learning as empowerment and self- transformation, (3) English learning as confidence and emotional transformation, and (4) English learning as innovation and future-readiness. Collectively, these ideologies promote English learning as a pathway to confidence, success, and international opportunity. By integrating CDA and Visual Grammar, the study contributes to multimodal discourse research and illustrates the process of global ideologies of the English language being localized in the marketized education system in Vietnam. Keywords: Multimodal Discourse Analysis, Critical Discourse Analysis, Visual Grammar, Marketisation of Education, English Language Teaching, Vietnam
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