Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education
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...
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Paderborn University: Media Systems and Media Organisation Research Group
2015-09-01
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| Series: | tripleC: Communication, Capitalism & Critique |
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| Online Access: | https://www.triple-c.at/index.php/tripleC/article/view/595 |
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| author | Mara Einstein |
| author_facet | Mara Einstein |
| author_sort | Mara Einstein |
| collection | DOAJ |
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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 full-time 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.
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| format | Article |
| id | doaj-art-19762cf06db44bf3976253988eb888e2 |
| institution | Kabale University |
| issn | 1726-670X |
| language | English |
| publishDate | 2015-09-01 |
| publisher | Paderborn University: Media Systems and Media Organisation Research Group |
| record_format | Article |
| series | tripleC: Communication, Capitalism & Critique |
| spelling | doaj-art-19762cf06db44bf3976253988eb888e22025-08-20T03:39:18ZengPaderborn University: Media Systems and Media Organisation Research GrouptripleC: Communication, Capitalism & Critique1726-670X2015-09-0113210.31269/triplec.v13i2.595595Nothing for Money and Your Work for Free: Internships and the Marketing of Higher EducationMara Einstein 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 full-time 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. https://www.triple-c.at/index.php/tripleC/article/view/595InternshipsMarketingBrandingCorporatizationHigher Education |
| spellingShingle | Mara Einstein Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education tripleC: Communication, Capitalism & Critique Internships Marketing Branding Corporatization Higher Education |
| title | Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education |
| title_full | Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education |
| title_fullStr | Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education |
| title_full_unstemmed | Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education |
| title_short | Nothing for Money and Your Work for Free: Internships and the Marketing of Higher Education |
| title_sort | nothing for money and your work for free internships and the marketing of higher education |
| topic | Internships Marketing Branding Corporatization Higher Education |
| url | https://www.triple-c.at/index.php/tripleC/article/view/595 |
| work_keys_str_mv | AT maraeinstein nothingformoneyandyourworkforfreeinternshipsandthemarketingofhighereducation |