Strategic Communication and the Marketization of Educational Exchange

Year 2015, Volume: 4 Issue: 2, 31 - 44, 19.06.2015

Hamilton Bean

https://doi.org/10.20991/allazimuth.167336

Cited By: 3

Abstract

Strategic Communication and the Marketization of Educational Exchange

Abstract

This article describes how the marketization discourse that typifies U.S. strategic communication also influences the meanings and practices of educational exchange. Through an analysis of five presentations and 34 program evaluations provided by the U.S. State Department’s Bureau of Educational and Cultural Affairs, this article explores the risks associated with marketization discourse for the development of mutual understanding and peace. 

Keywords

Educational exchange, public diplomacy, discourse, marketization, engagement

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