Publications and Research
Document Type
Article
Publication Date
2015
Abstract
American universities have significantly increased their marketing expenditures over the last decade. The high cost of education, reductions in government funding, and precipitous declines in the traditional college-aged population (18-21 year olds) are some of the key factors forcing universities to be more aggressive with the promotional techniques they use to attract prospective students. In this competitive marketplace, schools promote the attributes they believe will be most compelling to high schoolers and their parents, including academics, sports, campus life, and careers. Tied into this last factor is the promotion of internship opportunities. While some of these hands-on experiences lead to jobs, there are no guarantees that attending college and engaging in an internship will translate into fulltime employment. Using content analysis and auto-ethnography, I examine how universities use internships to market higher education, and argue that this is a particularly pernicious practice within the area of media studies.
Comments
This article was originally published in tripleC.
This work was distributed under a Creative Commons License.