Marketing to International Students: Presentation of University Self in Geopolitical Space

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 f...

Full description

Saved in:
Bibliographic Details
Published in:Review of higher education 2019-01, Vol.43 (2), p.519-551
Main Authors: Rhoades, Gary, Castiello-Gutierrez, Santiago, Lee, Jenny J, Marei, Mahmoud Sayed, O'Toole, Leslie C
Format: Article
Language:English
Subjects:
Alternative approaches
Audiences
Capitalism
Case Studies
College Students
Colleges & universities
Education policy
Educational Policy
Foreign Countries
Foreign Students
Geopolitics
Global Approach
Globalization
Goffman, Erving (1922-1982)
Higher education
International
International organizations
Literature Reviews
Marketing
Niche marketing
Organization theory
Partnerships in Education
Private Colleges
Public Colleges
Regions
Social Life
Social Organizations
Social Systems
Student Mobility
Student Recruitment
Study Abroad
Universities
Web Sites
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:0162-5748
1090-7009
1090-7009
DOI:10.1353/rhe.2019.0109