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ERIC Number: EJ1238007
Record Type: Journal
Publication Date: 2019
Pages: 33
Abstractor: As Provided
ISSN: ISSN-0162-5748
Marketing to International Students: Presentation of University Self in Geopolitical Space
Rhoades, Gary; Castiello-Gutierrez, Santiago; Lee, Jenny J.; Marei, Mahmoud Sayed; O'Toole, Leslie C.
Review of Higher Education, v43 n2 p519-551 Win 2019
Amidst public calls for greater internationalization, universities are marketing to international students. We explore how universities in regional hubs (Lee & Schoole, 2015) enact "dramaturgical performances" (Goffman, 1959), presenting images of themselves in geopolitical space. We find: (1) bifurcated marketing strategies to distinct student audiences; (2) differences between public and private universities in featuring lifestyle or academic issues, and higher education as a private or a public good, as in "academic capitalism" (Slaughter & Rhoades, 2004); & (3) distinctive positioning of universities by type and region in their local/national/regional space, highlighting the possibility of alternatives to dominant Anglo-American internationalization models.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Argentina; Egypt; Mexico; South Africa; South Korea
Grant or Contract Numbers: N/A