Universities and ethnic minorities

It is commonly assumed that the traditional academic ethic of individual achievement recognises no barriers other than those of merit and ability. As such, equal opportunity issues are often not considered of great relevance for universities. This article presents the findings of recent research into UK universities’ public image in relation to ethnic minorities. Fifty three general undergradute prospectuses were examined determining their textual and visual appeal to ethnic minorities. While the prospectuses on the whole came out well in terms of depicting a multi‐cultural setting, textual analysis revealed less support for the notion that the universities were sensitive to the needs and requirements of potential ethnic minority applicants. Overseas students, however, were frequently catered for within special sections of the prospectuses. It is suggested that the visual multi‐ethnic presence in university prospectuses seems to reflect a wish to attract a lucrative overseas market, rather than a conscious effort to reflect a multi‐cultural Britain

Appeal · Business · Ethnic group · Political science · Prospectus · Public relations · Social science · Sociology · Communication in Education and Healthcare · Higher Education Governance and Development · International Student and Expatriate Challenges · Law

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