Discourses of widening participation in the prospectus documents and websites of six English higher education institutions

This article provides a comparative analysis of the discourses of widening participation used in the prospectus documents and websites of six English higher education institutions (HEIs). Taking 2007 and 2011 as snapshots, the article considers the nature of the messages being communicated to prospective students by the different HEIs in the context of the changing policy landscape. Critical discourse analysis is used to interpret the ways in which the case-study HEIs discursively positioned themselves and their prospective students and the potential implications of this for widening participation practice. In 2007, the findings suggested sharp demarcations between the discourses chosen by the elite pre-1992 and the more accessible post-1992 institutions. By 2011, however, statements of commitment to widening participation were less overt in the post-1992 institutions, whilst there was some evidence of a shift towards a more inclusive tone by the elite universities.