ABSTRACT

Universities are no longer limited to traditional media platforms for recruitment advertising; increasingly, institutions are using online videos and social media to promote themselves locally and internationally. We analysed a sample of 81 YouTube videos that promote Science, Technology, Engineering, and Mathematics (STEM) courses in 40 Australian universities. We used quantitative content analysis to examine gender and ethnic representations, and qualitative content analysis to inductively find marketing themes. Videos used on the websites of both established and younger Australian universities had almost equal numbers of women and men. Students (including alumni) were the most common speakers in videos. However, representation of non-Caucasians remained low. Of the 17 reoccurring themes identified, Course Experience and Labour Market were most common. The lack of clear unique selling propositions was a key weakness across all videos. Overall, video content from Australian STEM faculties rarely went beyond vague platitudes and generally lacked specific STEM content.

摘要

大学不再局限于传统的媒体平台来招聘广告；越来越多的机构使用在线视频和社交媒体在本地和国际上推广自己。我们分析了81个YouTube视频样本，这些视频在40所澳大利亚大学中推广了科学，技术，工程和数学（STEM）课程。我们使用定量内容分析来检查性别和种族代表，并使用定性内容分析来归纳地找到营销主题。澳大利亚既有大学和较年轻大学的网站上使用的视频中，男女人数几乎相等。学生（包括校友）是视频中最常见的演讲者。但是，非高加索人的代表性仍然很低。在确定的17个重复出现的主题中，课程经验和劳动力市场最为普遍。缺乏明确的独特销售主张是所有视频的主要弱点。总体而言，来自澳大利亚STEM学院的视频内容很少超出模糊的陈词滥调，而且通常缺少特定的STEM内容。