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.

摘要

世界各地的大学越来越多地使用在线视频来招募国内外学生。但是，目前对于这种视频如何用于在南方地区营销国际节目知之甚少。我们分析了19个视频的样本，这些视频在泰国大学推广了国际课程。录制视频后，我们对它们的整体功能进行了主题分析。我们发现，尽管有一些针对国际学生的尝试，但针对的主要受众是国内人群。我们的分析表明，这些录像带构建了国际高等教育（IHE），其提供的内容包括：学习，语言，职业和交流方面的跨文化体验，以及在舒适的家中获得国际体验的机会。这些视频还倾向于将IHE定位为促进东道国的发展。根据我们的分析，我们认为需要对IHE在泰国的意义和推广进行更细微的思考。