Uniwersytety we Wrocławiu w oficjalnej narracji miasta

The aim of the study was to decode images of universities located in Wrocław on the basis of the city’s official narrative. The corpus, consisting of 180 media statements, was acquired from the portal www.wroclaw.pl. The chronological scope covered the academic year 2019/2020. The criterion for the selection of research material was the occurrence of the word “university” in the text. One of the analysis subjects was the number of mentions concerning each of the universities and the values attributed to them, the style and context of the texts, the events that were described and the people speaking on behalf of the universities. Another important element of the research was an analysis of genre press photographs, during which reference was made to the typology by Joanna Szylko-Kwas. It was decided to expand the typology to include photo-instruction—a genre appropriate for the relationship between a headline with a directive function and a photograph with an illustrative function. The results of the analysis made it possible to recreate media images of all the universities in Wrocław that emerged from the official narrative of the city. The information and reporting style was dominant in the texts and the headlines mostly had descriptive functions, while the photographs had illustrative functions.