IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v30y2020i2p203-220.html
   My bibliography  Save this article

‘Just like studying abroad’: an analysis of the online promotional videos of Thai university international programmes

Author

Listed:
  • Harald Kraus
  • James Burford

Abstract

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.

Suggested Citation

  • Harald Kraus & James Burford, 2020. "‘Just like studying abroad’: an analysis of the online promotional videos of Thai university international programmes," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 30(2), pages 203-220, July.
    • Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:203-220
    DOI: 10.1080/08841241.2020.1720888
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2020.1720888
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2020.1720888?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:203-220. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.