National exceptionalism in the 'EduCanada' brand: unpacking the ethics of internationalization marketing in Canada. Issue 3 (4th May 2018)

• Record Type: Journal Article
• Authors: Stein, Sharon
• Is Part Of: Discourse. Volume 39:Issue 3(2018)
• Page Start: 461
• Page End: 477
• Publication Date: 2018-05-04
• Subjects: Branding -- internationalization -- marketization -- nationalism -- race -- colonialism; Education -- Periodicals; Education -- Australia -- Periodicals; 370.5
• DOI: 10.1080/01596306.2016.1276884
• Languages: English
• ISSNs: 0159-6306

Abstract

ABSTRACT: Canada's recently revamped international education brand, EduCanada, offers a rich example of developments at the intersections of higher education internationalization and marketization. In this paper, I examine the EduCanada website to consider how national exceptionalist and 'othering' narratives are reproduced in the recruitment of international students. From these findings I ask how internationalization relates to the overlapping and ongoing legacies of Indigenous colonization, and racialized regimes of personhood, citizenship, and immigration in Canada. Finally, I argue that the international marketization of higher education risks foreclosing critical examinations of the entanglements of empire within which we are all unevenly embedded.