genre; genre colony; web genre; institutional discourse; university prospectus

University presentations have become increasingly colonised by promotional discourse and have dynamically developed along with communication technologies and the widespread preference for the communication on the Internet. The paper aims to provide an insight into the generic characteristics of university web presentations with the focus on the genre colonization and hybridizations typical of prospective students' websites. Analysing the lexico-grammatical and discourse realization of the tension between and the interplay of the institutional and promotional generic features, the study is to reveal the ways in which this hybridization process shapes the inherent characteristics of institutional discourse, namely the expression of "shouldness" and "enablement".