Literaturnachweis - Detailanzeige
Autor/in | Rijt, Pernill Gerdien Antoinette van der |
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Titel | Framing in International Student Recruitment. A Cross-Country Comparison of the Online Corporate Identity of Universities. |
Quelle | In: Journal of studies in international education, 27 (2023) 2, S. 198-218Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch; englische Zusammenfassung |
Dokumenttyp | online; gedruckt; Zeitschriftenaufsatz |
ISSN | 1028-3153; 1552-7808 |
DOI | 10.1177/10283153211042087 |
Schlagwörter | Ländervergleich; Corporate Identity; Framing; Netzwerkanalyse; Hochschulbildung; Hochschulsystem; Ausländer; Student |
Abstract | The global mobility of students is on the rise and the recruitment of international students is high on the agenda of institutions in higher education. By communicating a distinctive corporate identity on their websites, universities can distinguish themselves from competitors and generate a positive image to attract talented international students. In this study, the online corporate identity of top universities in 12 countries is compared by semantic network analyses. This cross-country comparison demonstrates that universities in different countries create a distinctive online corporate identity by using different (combinations of) frames within four identified themes: internal characteristics, student resources, external position and affairs, and corporate citizenship. These insights are useful in the development of communication strategies by universities and national governments. (HoF/text adopted). |
Erfasst von | Institut für Hochschulforschung (HoF) an der Martin-Luther-Universität Halle-Wittenberg |
Update | 2024/1 |