Journal Articles
A futile search for values and pedagogy? A discursive analysis of the marketing messages of branch-campuses in higher education hubs
EdLink- A futile search for values and pedagogy? A discursive analysis of the marketing messages of branch-campuses in higher education hubs
- Compare: A Journal of Comparative Education, 44(2), 274-296, 2014
- Routledge
- 2014
- 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
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- Dubai
- Hong Kong
- Singapore
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- 1997.7 onwards
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- 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]
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- English
- Journal Articles
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- 03057925
- https://bibliography.lib.eduhk.hk/en/bibs/185947e4
- 2014-06-30
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