Discouraged by Discourse? A Social Media Discourse Analysis on Attitudes Toward Higher Education 

The Forum for Access and Continuing Education (FACE) is undertaking a project to explore how social media content may be shaping negative or sceptical perceptions of higher education (HE) among young people. We are looking for a specialist discourse analyst to investigate how HE is discussed across social media platforms, and how these discourses may be putting young people off considering university study—especially those from underrepresented or disadvantaged backgrounds.

Proposal Scope

The specialist discourse analyst will work with pre-selected TikTok and Youtube content to

• Understand what and how messages are being communicated regarding higher education, using an appropriate discourse analysis framework.

• Generate insights on how perceptions of HE are constructed, reinforced, or challenged online.

Proposal Requirements

Proposals (max 2,500 words, excluding references) must clearly address the following:

Researcher Expertise

• Evidence of prior experience in discourse analysis, ideally with a focus on social media or digital platforms.
• Familiarity with higher education and/or widening participation

Theoretical Framework

• A critical analysis of different discourse analysis theories (e.g., Critical Discourse Analysis, Foucauldian discourse, Discursive Psychology) and their relevance to social media environments.
• Explanation of how these theories support understanding of negative or dissuasive messaging about HE.

Analytical Rationale

• A strong justification for the chosen analytical framework, including how it applies to the study of social media discourse on HE and WP.
• Consideration of platform-specific dynamics that influence discourse (e.g., brevity, visuals, virality, tone).

Methodological Approach

• A critical examination of methods such as:
• • Textual or thematic coding
  • Multimodal discourse analysis (e.g., memes, videos, emojis, hashtags)
• Rationale for chosen method(s) and explanation of how these will uncover key narratives affecting HE perceptions.

Limitations

• Thoughtful discussion of the limitations of the chosen framework and method, including platform biases, algorithmic visibility, demographic blind spots, or interpretation challenges.

Project Structure and Budget

• The discourse analysis will begin in October 2025
• It is expected that the analyst will meet with the project team on a monthly basis for the duration of the work
• The findings of the analysis will be presented to the project team at the end of March
• The findings will be shared verbally and in a formal written report
• The report will inform the project team’s final report that will be presented at the FACE conference in June 2026.
• A maximum of £10,000 is available to fund the discourse analysis.
• Proposals should include a budget outline, timeline, and deliverables (e.g., report, presentation, dataset summary).

Assessment Criteria

Relevant Experience and Expertise (25%)

• Demonstrated track record in discourse analysis, particularly within digital or social media contexts
• Familiarity with widening participation in HE
• Appropriateness and capacity of the research team or individual

Theoretical and Analytical Framework (20%)

• Critical engagement with relevant theoretical perspectives on discourse analysis (e.g., Critical Discourse Analysis, Foucauldian analysis)
• Clear and appropriate rationale for the chosen analytical framework
• Recognition of the strengths and limitations of the proposed framework in the context of analysing social media discourse

Methodological Rigor and Design (20%)

• Critical justification of chosen discourse analysis method(s) (e.g., thematic coding, multimodal analysis)
• Understanding of the complexities and limitations of working with social media data
• Attention to platform-specific dynamics within TikTok and YouTube

Feasibility and Deliverability (10%)

• Realistic project timeline and milestones
• Capacity to deliver within the project duration and budget
• Clarity of proposed deliverables (e.g., final report, presentation, data summaries)

Value for Money (10%)

• Transparent and justified budget
• Proportionate allocation of time and resources to project aims
• Efficient use of funds for impact

Scoring Scale

• Each criterion will be scored on a scale from 1 to 5:
• 1 – Poor: Does not meet expectations or lacks evidence
• 2 – Fair: Some strengths but significant weaknesses
• 3 – Good: Meets expectations with minor gaps
• 4 – Very Good: Strong across all areas
• 5 – Excellent: Outstanding, fully meets or exceeds expectations

Eligibility

This call is open to:

• Individual researchers, academic teams, or research consultancies
• Applicants with proven expertise in discourse analysis and a strong understanding of digital communication environments
• Professional services staff with academic/research experience

Submission Deadline
Please submit your proposal using this templated form by noon on Friday 26^th September.