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ERIC Number: EJ1274139
Record Type: Journal
Publication Date: 2020
Pages: 18
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: N/A
'Just Like Studying Abroad': An Analysis of the Online Promotional Videos of Thai University International Programmes
Kraus, Harald; Burford, James
Journal of Marketing for Higher Education, v30 n2 p203-220 2020
Universities around the world increasingly use online videos to recruit both domestic and international students. However, little is currently known about how such videos are used to market international programmes in the Global South. We analysed a sample of 19 videos that promote international programmes at Thai universities. After transcribing the videos, we conducted a thematic analysis of their overall features. We found that, despite some attempts to address international students, the primary audience that was targeted was domestic. Our analysis revealed that the videos constructed international higher education (IHE) as offering: intercultural experiences with regard to learning, languages, careers and exchange, and the opportunity to have an international experience with the comforts of home. The videos also tended to position IHE as advancing the development of the host nation. Based on our analysis, we argue that further nuanced thinking regarding the meaning and promotion of IHE in Thailand is required.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
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: Thailand
Grant or Contract Numbers: N/A