A futile search for values and pedagogy? A discursive analysis of the marketing messages of branch-campuses in higher education hubs

A futile search for values and pedagogy? A discursive analysis of the marketing messages of branch-campuses in higher education hubs

• Karram, Grace Dept. of Leadership, Higher and Adult Education, Ontario Institute for Studies in Education, University of Toronto, Canada

Compare: A Journal of Comparative Education, 44(2), 274-296, 2014

Routledge

2014

• S School Environment & Facilities, Organization
  • SF Information Technology

Education and Education Policy - Colleges and Universities Politics - Politics and Policy-Making Education and Education Policy - Education Personnel and Population Education and Education Policy - Education Business and Service Sector - Markets, Marketing, and Merchandising Economic Conditions and Policy - Economic Policy, Planning, and Development Marketing Education Economic Development Leadership Singapore Students Colleges and Universities

• Dubai
• Hong Kong
• Singapore

• 1997.7 onwards

• Post-Secondary Education

Higher education has become a key strategy for the economic development of certain city-states that are positioning themselves as higher education hubs, recruiting both students and foreign providers. This article presents the findings of a research study that examined the online messages of foreign branch-campuses in education hubs (Dubai, Hong Kong, Singapore). The project adapts and expands on Fairclough's notion of critical discourse analysis to include virtual discursive space in order to understand how foreign providers address context, and what values are central to their programming, as they construct their virtual presence in new locations. The findings identify that the dominant themes on institutional websites reflect key issues facing higher education, including quality, leadership, international connections and technological advancement. The paper concludes with a conceptual framework that assists institutions in moving beyond these themes to re-consider context in their overseas operations..
[Copyright of Compare: A Journal of Comparative Education is the property of Routledge. Full article may be available at the publisher's website:
http://dx.doi.org/10.1080/03057925.2012.728373]

• English

Journal Articles

• 03057925

• 10.1080/03057925.2012.728373

https://bibliography.lib.eduhk.hk/bibs/185947e4

2014-06-30