genre; institutional discourse; university presentation

The necessity for the universities to present the aims, results and impact of the educational and research activity they are engaged in not only to the academic community but also to the public is a relatively new phenomenon, which is also culture-specific, felt and realized differently in different cultures. 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 realization of the institutional and promotional generic features, the study is to reveal the ways universities strive to promote their offer.