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Marketing of educational programs: a study of Swedish universities through presented images
University West, Department of Social and Behavioural Studies, Division of Psychology, Pedagogy and Sociology.ORCID iD: 0000-0003-1547-0921
University West, Department of Health Sciences, Section for nursing - graduate level.ORCID iD: 0000-0002-6454-9575
2022 (English)In: Journal of Marketing for Higher Education, ISSN 0884-1241, E-ISSN 1540-7144, p. 1-19Article in journal (Refereed) Published
Abstract [en]

Marketing of higher education through images sends a messageabout the targeted audience. Our aim was to investigate normsand representation in marketing images on the websites of higher education institutions. Critical visual methodology was used to study images from Swedish higher education programs in engineering, economics, and nursing. The results show are production of already existing notions on societal norms and educational structure,  i.e. that typical male-  and  female-dominated programs are still cemented in their thinking about the students targeted. Present study show that there is a potentially untapped opportunity to influence future inequality in both the labor market and in higher education  throughmarketing. Imaging in marketing of higher education should therefore be well thought through and permeated by the pursuit of diversity in visual representations, so that stereotypical and norm-preserving images are avoided. Images that are more inclusive and show a greater variety of motif are needed.

Place, publisher, year, edition, pages
Taylor & Francis Group, 2022. p. 1-19
Keywords [en]
Critical visual methodology; images; inclusion; marketing; norms and representation
National Category
Pedagogy
Identifiers
URN: urn:nbn:se:hv:diva-19512DOI: 10.1080/08841241.2022.2158988ISI: 000902222600001Scopus ID: 2-s2.0-85145274447OAI: oai:DiVA.org:hv-19512DiVA, id: diva2:1722983
Note

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.

Available from: 2023-01-02 Created: 2023-01-02 Last updated: 2024-04-09

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Seitl, CamillaRejnö, Åsa

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Division of Psychology, Pedagogy and SociologySection for nursing - graduate level
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CiteExportLink to record
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