You're not just learning it, you're living it!' Constructing the 'good life' in Australian university online promotional videos
Bibliographic Data
| ID | 2928840 |
|---|---|
| Authors | Kristina Gottschall (0000-0002-1723-7747, Charles Sturt University, corresponding author), Sue Saltmarsh (0000-0003-4375-7073, Australian Catholic University) |
| Year | 2017 |
| Volume | 38 |
| Issue | 5 |
| Pages | 768-781 |
| Publication date | 2017-09-03 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Discourse Studies in the Cultural Politics of Education (JOURNAL) |
| Journal identifiers | ISSN: 0159-6306 • E-ISSN: 1469-3739 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/01596306.2016.1158155 |
| OpenAlex | W2333938404 |
| Language | EN |
| Citations received | 15 |
| References cited | 33 |
Online promotional videos on Australian university websites are a form of institutional branding and marketing that construct university experience in a variety of ways. Here we consider how these multimedia texts represent student lifestyles, identities and aspirations in terms of the ‘good life’. We consider how the ‘promise of happiness’ is deployed to appeal to perceived consumer desires within the local student market, as well as within the highly competitive global knowledge economy. These texts position university students as youthful, attractive, active and \nfun, and depict student life as being about leisure and pleasure. Such representations promote cultural and social entitlement to the ‘good life’ as if synonymous with choice, participation and success in higher education. Learning and scholarship are depicted as secondary activities. We also contend that claims to cosmopolitanism and consumerism are framed by racialised entitlements where Whiteness remains both a commodity and norm
Internet privacy · Media studies · Multimedia · Sociology · Computer Science · Higher Education Governance and Development · Higher Education Practises and Engagement · Management and Organizational Studies
Addressing international students on Australian and Chinese university webpages
Distressed or De-stressed? Crafting “Mental Health” in University Peer Education and Health Promotion
The academic precariat post-Covid-19
Managing higher education and neoliberal marketing discourses on Why Choose webpages for international students on Australian and British university websites
Gatekeeping v. marketing
Multilingual writing in a marketised university
Studying similarities and differences in higher education organisations based on their websites – comparative methodological approaches and research potential
The trouble with doctoral aspiration now
Institution strategy in transnational higher education
The social anatomy of ‘collusion’
Visual frames in promotional video
National exceptionalism in the ‘EduCanada’ brand
Choice, marketing and subjectivities
Australian university websites as colonialities of gender
You're not just learning it, you're living it!' Constructing the 'good life' in Australian university online promotional videos
Introducing Social Semiotics
Social Limits to Growth
Reading Images
Universities in a competitive global marketplace
Having, being and higher education
An Introduction to Visual Culture
White Nation
The Promise of Happiness
Neoliberalism is not a theory of everything
The internationalised university as discourse
Neoliberalism, higher education and the knowledge economy
The Genealogy of the School
Tempering universities' marketing rhetoric
The rhetoric and reality of research reputation
You're not just learning it, you're living it!' Constructing the 'good life' in Australian university online promotional videos
Economic Subjectivities in Higher Education
Struggles in organizational attempts to adopt new branding logics
| Unique citing works | 15 |
|---|---|
| Citations per year | 1,67 |
| Citation span | 2017 - 2026 (10) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 14 |