Lomer, S., Papatsiba, V. and Naidoo, R. (2018) Constructing a national higher education brand for the UK: positional competition and promised capitals has now been reviewed. Studies in Higher Education, 43 (1). pp. 134-153. ISSN 0307-5079
Abstract
This article examines national branding of UK higher education, a strategic intent and action to collectively brand UK higher education with the aim to attract prospective international students, using a Bourdieusian approach to understanding promises of capitals. We trace its development between 1999 and 2014 through a sociological study, one of the first of its kind, from the ‘Education UK’ and subsumed under the broader ‘Britain is GREAT’ campaign of the Coalition Government. The findings reveal how a national higher education brand is construed by connecting particular representations of the nation with those of prospective international students and the higher education sector, which combine in the brand with promises of capitals to convert into positional advantage in a competitive environment. The conceptual framework proposed here seeks to connect national higher education branding to the concept of the competitive state, branded as a nation and committed to the knowledge economy.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016 The Author(s). Published by Taylor & Francis. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. |
Keywords: | branding; international students; international education; capitals; marketization; neo-liberalism |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > School of Education (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 22 Mar 2016 16:40 |
Last Modified: | 29 Jan 2018 09:23 |
Published Version: | http://dx.doi.org/10.1080/03075079.2016.1157859 |
Status: | Published |
Publisher: | Taylor & Francis |
Refereed: | Yes |
Identification Number: | 10.1080/03075079.2016.1157859 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:96856 |
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Licence: CC-BY-NC-ND 4.0