%0 Journal Article
%T DOES THE REBRANDING OF BRITISH UNIVERSITIES REDUCE INTERNATIONAL STUDENTS TO ECONOMIC RESOURCES? A CRITICAL DISCOURSE ANALYSIS
%A Christopher LEYLAND
%J Novitas-ROYAL
%D 2011
%I Novitas-ROYAL
%X With less government funding, British Universities have identified international students as a critical source of financial income and are using marketing strategies to attract them to the university. This small-scale study will utilize a Critical Discourse Analysis methodological framework to examine the marketing strategies utilized in The University of Manchester International Student web-pages ¨C and will see if this represents a reduction of the international student to a mere economic resource. The examination does highlight an identity construction of the university and the international student that considers the international student an economic resource. However, the university¡¯s effort to offer the broadest possible ¡®product¡¯ to its ¡®client¡¯ suggests the university is struggling to put together a product that will satisfy a particularly demanding client. Thus, the construction of the international student as an economic resource cannot be considered a reduction.
%K Critical Discourse Analysis
%K marketing strategies
%K web-page
%K international students
%K economic resource
%U http://www.novitasroyal.org/Vol_5_2/LeylandC.pdf