<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1409-4258</journal-id>
<journal-title><![CDATA[Revista Electrónica Educare]]></journal-title>
<abbrev-journal-title><![CDATA[Educare]]></abbrev-journal-title>
<issn>1409-4258</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional. CIDE]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1409-42582022000300317</article-id>
<article-id pub-id-type="doi">10.15359/ree.26-3.18</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis del discurso educacional en páginas webs de universidades chilenas: el caso de enfermería]]></article-title>
<article-title xml:lang="en"><![CDATA[Discourse Analysis of the Educational Offer in Web Pages of Chilean Universities: the Case of Nursing]]></article-title>
<article-title xml:lang="pt"><![CDATA[Análise do discurso da oferta educacional nos sítios web das universidades chilenas: o caso da enfermagem]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Urra-Medina]]></surname>
<given-names><![CDATA[Eugenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sandoval-Barrientos]]></surname>
<given-names><![CDATA[Sandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Suarez-Olivares]]></surname>
<given-names><![CDATA[Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Julia-Jorquera]]></surname>
<given-names><![CDATA[Zita María Teresa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de La Serena  ]]></institution>
<addr-line><![CDATA[La Serena ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Los Lagos  ]]></institution>
<addr-line><![CDATA[Puerto Montt ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de La Serena  ]]></institution>
<addr-line><![CDATA[La Serena ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de La Serena  ]]></institution>
<addr-line><![CDATA[La Serena ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>26</volume>
<numero>3</numero>
<fpage>317</fpage>
<lpage>336</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1409-42582022000300317&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1409-42582022000300317&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1409-42582022000300317&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción.  La masificación de la matrícula en las universidades hace que compitan por contar con más postulantes y se genera una diferenciación entre las carreras. Enfermería ejemplifica este proceso de expansión de educación terciaria en Chile. En este contexto, existe escasa evidencia de cómo se posesionan las carreras y qué diferencias en recursos del lenguaje utiliza el discurso publicitario.  Objetivo.  Análisis del discurso basado en la teoría de la valoración de las carreras de enfermería en sitios webs, e identificar los recursos valorativos de diferenciación en ellas.  Metodología.  Estudio descriptivo interpretativo. Se revisó un corpus de 41 sitios webs de enfermería con una descripción de los textos, identificación de recursos de valoración y determinación de los significados de las dimensiones de la valoración.  Resultados.  Las carreras de enfermería utilizan marketing en el que sobresalen las características del producto (de consumo) y la promesa de futuro por sobre aquellos discursos orientados a aspectos formativos-educacionales (como la calidad de la enseñanza o el énfasis humanista). Sin embargo, hay diferencias en los discursos al utilizar los recursos de valoración. En las universidades pertenecientes al Consejo de Rectores de Universidades Chilenas (CRUCH) se resalta el prestigio, mientras que en las universidades privadas (NO-CRUCH)) se utilizan todos los recursos para asegurar su distinción de marca en los sujetos postulantes.  Recomendaciones. Las universidades, aunque difieren en las estrategias (prestigio/marca), apuntan a una misma práctica de captación del estudiantado. Se sugieren futuros estudios de la coherencia entre discurso de la oferta y la calidad de la formación educativa recibida, y control de la veracidad de los mensajes publicitarios en la educación.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction.  The massification of enrollment in universities makes them compete for more applicants, generating a differentiation between careers. Nursing exemplifies this process of expansion of tertiary education in Chile. In this context, there is little evidence of how the careers are positioned and what differences in language resources are used in the advertising discourse.  Objective. To analyze the discourse based on the theory of valuation of nursing careers in websites and to identify the differentiation valuation resources in them.  Methodology.  It is a descriptive interpretative study. A corpus of 41 Nursing websites was reviewed with a description of texts, identification of valuation resources, and determination of the meanings of valuation dimensions.  Results.  Nursing careers use marketing in which the characteristics of the (consumer) product and the promise of the future stand out over those discourses oriented to formative-educational aspects (such as the quality of teaching or the humanistic emphasis). However, there are differences in the discourses when using valuation resources. In universities belonging to the Council of Rectors (CRUCH), prestige is highlighted, while in private universities (NO-CRUCH), all resources are used to ensure their brand distinction to applicants.  Recommendations.  Although the universities differ in their strategies (prestige/brand), they aim at the same practice of attracting students. Future studies are recommended to analyze the coherence between the discourse of the offer, the quality of the educational training received, and the control of the veracity of advertising messages in education.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Introdução.  A massificação da matrícula nas universidades significa que estão a competir por mais candidatos, gerando uma diferenciação entre os cursos de graduação. A enfermagem é um exemplo deste processo de expansão da educação terciária no Chile. Neste contexto, há poucas provas de como os programas de graduação são posicionados e que diferenças nos recursos linguísticos são utilizadas no discurso publicitário.  Objetivo.  Analisar o discurso com base na teoria da valorização das carreiras de enfermagem em sítios web, e identificar os recursos de valorização diferenciadores neles existentes.  Metodologia.  Estudo descritivo interpretativo. Foi revisto um corpo de 41 sites de enfermagem com uma descrição dos textos, identificação dos recursos de avaliação e determinação dos significados das dimensões da avaliação.  Resultados.  As carreiras de enfermagem utilizam marketing em que se destacam as características do produto (consumidor) e a promessa do futuro sobre os discursos orientados para os aspectos formativos-educativos (tais como a qualidade do ensino ou a ênfase humanista). Contudo, existem diferenças nos discursos quando se utilizam recursos de avaliação. Nas universidades pertencentes ao Conselho de Reitores (CRUCH), o prestígio é realçado, enquanto nas universidades privadas (NO-CRUCH), todos os recursos são utilizados para assegurar a distinção da sua marca para os candidatos.  Recomendações.  Embora as universidades sejam diferentes nas suas estratégias (prestígio/marca), visam as mesmas práticas de recrutamento de estudantes. São sugeridos estudos futuros sobre a coerência entre o discurso da oferta e a qualidade da formação educacional recebida e o controlo da veracidade das mensagens publicitárias na educação.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Enseñanza superior]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[discurso educativo]]></kwd>
<kwd lng="es"><![CDATA[enfermería]]></kwd>
<kwd lng="en"><![CDATA[Higher education]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[educational discourse]]></kwd>
<kwd lng="en"><![CDATA[nursing]]></kwd>
<kwd lng="pt"><![CDATA[Ensino superior]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[discurso educativo]]></kwd>
<kwd lng="pt"><![CDATA[enfermagem]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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